Lidl to release viral ‘NeckCroissant’ travel pillow in Europe

Lidl is launching a limited-edition travel accessory called the ‘NeckCroissant’, a neck pillow designed to look like the retailer’s signature bakery croissant. The product was originally introduced during Paris Fashion Week, where the company provided a relaxation experience for VIPs and fashion enthusiasts, featuring the pillows and fresh croissants.

Following its viral success, the NeckCroissant will be available to the public in 25 European countries, including Romania, starting October 15. Each pillow includes a digital coupon via the Lidl Plus app that can be redeemed in-store for an actual croissant.

Lidl, part of the Germany-based Schwarz Group, currently operates approximately 13,000 stores and employs over 395,000 people across 32 countries.