Forget Bridgerton and Baby Reindeer, Netflix’s latest hit is a surprising one – in the form of an old documentary about Lidl supermarket.
Currently sitting at number three on films in the UK after peaking at second is 24 Hours In Lidl, a Channel 5 documentary that takes a look behind the scenes at the chain.
It’s an unlikely success story for Netflix and seems to have baffled the public and the show’s creators alike.
The 2023 documentary offers various insights as it takes viewers through a day in the supermarket, from revealing the best time to shop to the secrets behind Lidl’s famous ‘imitation game’.
But the wholly positive programme has angered some viewers, who complained that it was nothing more than the ‘world’s longest supermarket advert’, while others branded it ‘fake’.
24 Hours In Lidl has become Netflix’s unlikely latest hit – but appeared on Channel 5 last year
The 43-minute-long documentary peaked at number two on the streaming site this week
The 43-minute-long ‘film’ has only recently been sold to Netflix but first appeared on Channel 5 last year.
Despite this, it has flown to the top of the charts and is currently beating films starring the likes of Jodie Comer and Richard Linklater.
It is one of a series of commissions by Channel 5, also including features on Costco, Tesco, Aldi, Waitrose, Costa and Greggs.
Ed Taylor, executive producer of Honeybee Media, told The Telegraph: ‘There are so many shifting things in our lives – eight prime ministers, losing celebrity doctors, nothing feels fixed and more.
‘People grasp for anchor points that are not going anywhere and are part of their lives.
‘It’s very reassuring to watch the bread being baked and delivered to the supermarket – it’s almost like a kid’s story. It makes something that’s familiar seem even more familiar.’
A description on the Netflix UK site reads: ‘This behind-the-scenes documentary lifts the lid on Lidl, shedding light on how the shop keeps costs down and unpacking the secrets of the middle aisle.’
In the film, former assistant manager Roo Dhissou offers insights into what time of day to shop in the store to get the best produce (she initially says early in the morning, but later in the documentary says 4-5pm).
The programme takes viewers behind-the-scenes at one of the UK’s largest supermarkets
It includes fascinating insights, such as to Lidl’s egg production, which sees 180,000 eggs go through a machine per hour
Lidl former assistant manager Roo Dhissou (pictured) appears on the programme to advise what time is best to shop
Other insights include Lidl’s unique layout to maximise buying potential, such as placing essential items near the back of the store (so you pick up other items on the way there) and putting the price above the item instead of below.
It sheds light on the secrets of the Lidl ‘imitation game’ – the chain’s own-brand products using the same colours and fonts as famous labels, such as ‘Danpak’ butter – but making it cheaper.
The documentary makers also take a trip to Oakland Farm, where 180,000 eggs an hour are boxed by being fed through a machine.
But those expecting a deep-dive or expose of the supermarket may be left feeling disappointed.
The film is wholly positive about the supermarket, explaining how customers have flooded in amid the cost of living crisis.
‘The price is so cheap, but they don’t compromise on the quality,’ Roo says at one point.
In addition, Great British Bake Off star Bryony May William features in the show to conduct a blind taste test of items at Blackpool Beach with members of the public.
Those she meets are asked to try an ice cream without knowing the brand – and eventually are asked to pick their favourite.
Comedian Olaf Falafel, who appeared in the show, joked ‘move over Baby Reindeer’
Despite the film’s success, some viewers were not left convinced by its message, and branded the programme ‘fake’
Not only was Lidl’s Bon Gelati ice cream the cheapest at 24p, but it received by far the most votes – while nobody picked Cornetto as their favourite.
Olaf Falafel, who appeared in the documentary, said ‘move over Baby Reindeer!’ as it soared up the charts.
Despite the film’s success, some viewers were not left convinced by its message, and branded the programme ‘fake’.
They said: ’11:45 and I’m watching the worlds longest supermarket advert on Netflix…. (24 hours in Lidl) This has to be the worst generation to grow up in…’;
‘Lol. Every checkout manned waiting for the shop to open ! Never happens. You never see more than ten percent of checkouts operating at any one time. Ever’;
‘I’m watching this Lidl documentary on Netflix. Did Lidl make this? It feels like one long ad!’;
Supermarket giant Lidl saw its revenue increase to £9.3billion in the year to February 2023 — up 18.8 per cent from the previous year
‘This Lidl documentary on Netflix is so fake, it’s 7:30am on here and the have someone sitting on every till waiting for the store to open you’re lucky if there’s 1 till open at Lidl’;
‘Netflix need a new commissioning editor can’t they think of anything better than 24 hours in Lidl?’
Others however saw their interest piqued by the show and enjoyed learning more about the supermarket, writing: ‘Been watching that documentary on @Netflix 24 Hours in Lidl, clever how they put all the essentials at the back of the store, I like that brilliant thinking as a sales strategy & wheely baskets as they don’t get heavy and make you rush to the tills!’
Despite challenges, Lidl saw its revenue increase to £9.3billion in the year to February 2023 — up 18.8 per cent from the previous year.
It has now revealed plans to open hundreds of new stores across the UK, as shoppers have flocked to it amid the cost of living crisis.
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