Lidl is bringing its viral “NeckCroissant” travel pillow to store shelves across 25 European markets, including Romania, starting October 15. The limited-edition item, originally designed for the Paris Fashion Week, replicates the shape of the retailer’s signature pastry and comes bundled with a digital coupon for a real croissant.
From Paris Fashion Week Runways to European Retail Shelves
The “NeckCroissant” made its debut during an exclusive flight to Paris Fashion Week, where Lidl welcomed passengers with the novelty travel accessory. According to a company press release, the retailer created the activation because “relaxation represents a true luxury in the agitation specific to the Fashion Week.” VIPs and fashion enthusiasts received the pillows alongside a screening of a relaxing video before receiving a fresh, original Lidl croissant.
Following the promotional stunt, Lidl announced a wider rollout. Beginning October 15, the limited-edition travel pillows will be available in physical stores across 25 European countries. In Romania, where the retailer operates more than 400 stores and six logistics centers with a workforce of 14,000 employees, customers can purchase the item while supplies last.
Retail Promotion Details and Past Design Collaborations
Each travel pillow purchased in stores includes a digital coupon accessed via the Lidl Plus application. Shoppers can redeem the code directly in stores for a complimentary, freshly baked croissant.
Two years prior, the German discount supermarket chain collaborated with New York-based artist Nikolas Bentel to launch a limited-edition handbag shaped like a croissant, which retailed for approximately 60 euros, as documented by Nss Magazine.
Lidl NeckCroissant availability and free pastry offer
When will the Lidl NeckCroissant be available in Romania?
The travel pillows arrive in Romanian stores on October 15 as part of a simultaneous rollout across 25 European markets.
How do customers get the free pastry with the pillow?
Every purchase includes a digital coupon through the Lidl Plus app, which shoppers can redeem directly in-store for a real, freshly baked croissant.
Is this Lidl’s first fashion-themed product release?
No. Two years prior to the travel pillow launch, Lidl released a croissant-shaped handbag designed in collaboration with New York artist Nikolas Bentel for about 60 euros.