Lidl to Launch Mobile Network Service in the UK for Loyalty Members

Lidl, the supermarket chain, announced plans to launch its own mobile network service in the UK. The service will provide low-cost, contract-free mobile plans available exclusively to customers with a Lidl Plus loyalty membership. Customers will be able to purchase an eSIM plan through the Lidl Plus app once the network launches.

The new mobile service will operate as a mobile virtual network operator (MVNO), meaning it will use existing mobile network infrastructure rather than building its own. Lidl has partnered with 1Global, a mobile network operator, to provide this service. This model is similar to other UK MVNOs such as Smarty Mobile and iD Mobile.

Lidl already operates a similar MVNO called Lidl Connect in Germany, which launched in 2015 and expanded to Austria and Switzerland in 2019. Lidl Connect offers prepaid plans using Vodafone’s network in Germany, Drei’s network in Austria, and Salt Mobile’s network in Switzerland.

Research from CCS Insight indicates that the four major UK mobile network providers—EE, O2, Vodafone, and Three—have been losing market share to MVNOs in recent years.

MVNOs are expected to hold 25% of the UK mobile market by 2029. Lidl’s entry into the UK MVNO market adds another option for consumers seeking lower-cost mobile plans. The company stated that the new service aims to make mobile communications more affordable and accessible by integrating current technology to meet customer needs for simple connectivity.

MVNO Market Context

The UK mobile market has seen increasing competition from MVNOs offering sim-only plans at lower prices than the major network providers.

These providers typically do not require long-term contracts and appeal to customers looking to reduce their mobile bills. Lidl’s upcoming service will join this segment, targeting its existing customer base through the Lidl Plus app. This development follows Lidl’s broader strategy of expanding services beyond groceries, including recent announcements related to solar panel products.

“We are democratising mobile communications. In doing so, we are setting new standards and making affordable mobile communications easier than ever for our customers," a company representative said. The launch date for Lidl’s UK mobile network service has not been announced.”