Lidl launches must-have limited edition Trader Joe's dupe and it sold out in seconds

Trader Joe’s tote bags have become an unlikely fashion accessory, turning up on the shoulders of shoppers and fashion fans despite the American supermarket having no UK stores.

Now Lidl is getting in on the trend with a limited-edition tote of its own.

The Lidl Tote launched at 10am today, Wednesday 16 September, and the bad news is, there was only an extremely limited quantity available.

It was like trying to get tickets for Glastonbury or Oasis, but for a canvas bag.

Financially savvy fans were thrilled that the bags are free, but, before you grab your coat and keys and power-walk to the store, they were offered online only on a dedicated site, called The Lidl Tote, on a first-come, first-served basis rather than appearing in Lidl shops.

Unsurprisingly, they were gone in mere minutes.

The launch comes as supermarket totes have become increasingly popular, with many fans hankering after a Trader Joe's bag.

This is sure to sell out immediately (Lidl)

In the US, bags from retailers including Trader Joe’s and Erewhon have developed a following of their own, with the simple canvas shopper becoming part of everyday fashion.

Lidl is clearly taking note.

Its new tote has a practical design, with a spacious interior and two side pockets.

The supermarket says it is intended for everything from picking up weekend essentials and heading to work to adding something extra to an everyday outfit.

There is also a personalisation element.

Shoppers who manage to claim one will receive a limited-edition selection of badges, keyrings and pins to decorate their bag.

Among the accessories are a Freeway Cola keyring, an enamel pin inspired by Lidl’s All Butter Croissant and an iron-on Parkside Drill patch.

There is also a Lidl Plus phone keyring, giving owners plenty of ways to make the otherwise familiar-looking tote their own.

Joanna Gomer, Marketing Director at Lidl GB, said the supermarket had seen a strong response to previous branded bag launches.

“We’ve always seen a phenomenal response to our branded bag drops, with shoppers turning everyday accessories into iconic style staples,” she said.

“With this new tote, we wanted to create something special, a bag that is robust and stylish, perfectly balancing practicality with a premium look and feel.”

The new canvas tote is a dupe for a hugely popular Trader Joe's bag (Lidl)

Gomer added that Lidl wanted the new tote to act as a ‘creative canvas’ allowing customers to celebrate the supermarket’s so-called Lidl Legends and add their ‘own personal stamp’ to the design.

The retailer has form when it comes to turning supermarket staples into collectible fashion pieces.

In 2024, Lidl teamed up with designer Nik Bentel on its £50 Croissant Bag, which sold out within minutes before appearing on resale websites for more than £500.

The pair later reunited for Lidl’s Trolley Bag, another fashion-led take on an everyday shopping essential.

This time, Lidl has taken a different approach.

Rather than charging £50 for the bag, it is giving the tote away for free.

In its press release, Lidl described the launch as a nod to the growing popularity of supermarket bags as fashion accessories, saying: “The fashionable tote bag is a reminder that Brits don’t need to cross the Atlantic for great produce, great prices, or great style.”

The 1,000 Lidl Totes were available through the dedicated Lidl Tote website from 10am on Wednesday 16 September.

With Trader Joe’s totes already enjoying cult status among some shoppers in the UK, it's no surprise it was so popular.

FOODbible reached out to Lidl for comment