Lidl’s launch as the first supermarket on TikTok Shop sold out in minutes.

The discounter went live on TikTok Shop with a limited run of 3,000 bundles of high-protein products at about 10am today (20 February), roughly an hour later than the advertised time of 9am.

All 3,000 were sold within 18 minutes, according to Lidl.

The delayed timing left some visitors to @LidlGB’s TikTok shop confused, thinking the bundles had sold out before the sale had actually begun.

“I wonder exactly how quickly the Lidl GB £5 high-protein bundles sold out on TikTok Shop this morning,” one wrote on LinkedIn.

“It went on sale at 9am, and when I had a look at 9:23, it was nowhere to be seen – indicating all 3,000 units sold in just a few minutes.”

The £5 bundles were made up of high-protein products which would have cost more than £30 to buy separately in store, according to Lidl.

They included IronMaxx Whey Protein Powder, Snacktastic High Protein Pop Chips, Belbake Protein Pancake Mix, Crownfield High Protein Flapjacks and Maribel High Protein Peanut Butter, plus more.

Limited-edition merchandise was thrown in, with each bundle also including a Lidl-branded microfibre towel and a resistance band set.

The bundles also came with coupons for Lidl Plus members to gain further discounts on high-protein products in stores.

“Retailers are already finding that TikTok Shop is a great way to reach new customers,” said Kantar Insights UK & Ireland head of media Hannah Walley.

“Our data shows there’s real appetite from consumers to explore shopping on the app – 46% of users are open to trying TikTok Shop or have already bought through it.

“The platform might still be young, but Lidl’s move to be first out the traps is a smart one – now isn’t the time for brands and retailers to scroll past this growing opportunity.”

Lidl has not named its distribution partner for the sale, but said it chose one specialising in social e-commerce.