The German discount supermarket chain with the familiar blue-and-yellow logo that operates in more than 30 countries is Lidl.
Lidl’s roots reach back to 1930, when Josef Schwarz became involved with the Heilbronn wholesaler Lidl & Schwarz. The first modern Lidl discount store opened in Ludwigshafen-Mundenheim in 1973, stocking a relatively small range and emphasizing low prices and efficient operations.
The brand expanded beyond Germany in the 1980s and 1990s, beginning with France and later reaching the United Kingdom and many other European markets. Lidl entered the United States in 2017. Its parent, Schwarz Group, also owns Kaufland, a separate retail chain.
The logo is a blue square containing a yellow circle, red outline and the word Lidl, so it is sometimes confused with Aldi or other European discounters. Lidl’s “over 30 countries” description refers to its international store network; the exact total can change as new markets and stores open.