Discounter Lidl has teamed up with Bavarian dairy company Nabtaaler Milchwerke to launch Lidl’s first regional private-label lines.

Lidl has been selling Bavarian long-life milk for some time in some regional divisions to support dairy farmers in the federal state.

The discounter registered the trademark “Ein gutes Stück Heimat” - A good piece of home - for the new range, German retail trade newspaper Lebensmittel Zeitung reported. This strapline will gradually be extended to other categories.