The Middle of Lidl Blue Card is available exclusively to Lidl Plus members, with applications open from 21 to 31 October 2026. The scheme focuses on the supermarket’s middle aisle, where products ranging from kitchen appliances to seasonal decorations are sold for limited periods. Only 100 personalised cards will be awarded.
How Shoppers Can Qualify for Lidl’s £600 Blue Card
According to The Sun, Lidl Plus members can enter the competition through the dedicated Are You a Lidl Know it Aisle website. The online challenge asks participants to distinguish genuine middle aisle products from fictional ones, testing their familiarity with the retailer’s changing selection of goods.
Participants are shown five products individually and must decide whether each is real or fake. They have 10 seconds to answer each question, and all five answers must be correct. An incorrect response ends the attempt, meaning shoppers must complete the entire challenge successfully to qualify.
Those who answer every question correctly are asked to provide their Lidl Plus number, full name, email address and delivery address. Their details are then entered into a ballot, from which the 100 cardholders will be selected.
Completing the quiz does not guarantee a prize. The competition offers a limited number of cards, each providing £50 to spend on eligible middle aisle products every month for 12 months, bringing the total annual value to £600. The entry period begins on Wednesday, 21 October, and closes on Saturday, 31 October. The cards are being introduced ahead of Black Friday on 27 November, according to The Sun.
Why Lidl Is Rewarding Its Middle Aisle Shoppers
The competition centres on one of Lidl’s established shopping features: its middle aisle, where the retailer regularly introduces products outside its usual grocery range. New stock arrives on Thursdays and Sundays, with individual items generally available only for a limited period and while supplies last.
The selection includes household equipment, kitchen appliances, outdoor products and seasonal goods. According to Metro, current offers include a 6.7-litre air fryer priced at £32.99, an insulated bottle costing £3.49 and Halloween decorations, including a £14.99 illuminated broomstick.
Further products scheduled to arrive on Thursday, 22 October, include faux fur rugs, cordless vacuum cleaners, diffusers, doormats, portable heaters and bedding. These additions reflect the regular changes in the middle aisle’s range throughout the year.
Joanna Gomer, marketing director at Lidl GB, explained the decision behind the new card: “We wanted to celebrate Lidl’s biggest fans and give something back, so we created the Middle of Lidl Blue Card.”
She said the scheme recognises customers who follow new product arrivals, know the retailer’s middle aisle history or regularly visit on Thursdays and Sundays. The Blue Card follows another recent addition to Lidl’s loyalty offering. On 15 October, the retailer introduced Max & Mila’s World, an in-app programme for pet owners featuring coupons, partner offers and prizes.
For shoppers interested in the Blue Card, the immediate requirement remains the five-question online challenge. Only those who complete it successfully can enter the draw for one of the 100 cards.
