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Lidl launches limited-edition NeckCroissant travel pillow during Paris Fashion Week, available soon in Cyprus

Lidl has unveiled the NeckCroissant, a travel neck pillow styled to look like its iconic bakery croissant, just in time for Paris Fashion Week. The pillow was introduced on a flight to Paris, where passengers received this stylish and realistic accessory, blending fashion with the retailer's popular baked goods.

Available in 25 European countries, including Cyprus, Lidl will release 5,000 limited-edition NeckCroissant pillows starting October 8, 2026. Each pillow includes a digital coupon redeemable through Lidl Plus for a fresh croissant in-store, merging lifestyle appeal with culinary delight.

At Paris Fashion Week, VIP guests enjoyed the NeckCroissant in a special "Nap Room," offering relaxation and a fresh croissant as a tasty energy boost. The campaign highlights Lidl's commitment to quality bakery products and modern customer engagement through playful marketing and digital integration.

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