The Hungarian competition authority, known as GVH, has found that Lidl Hungary misled consumers with its marketing of several products labeled as 'whole grain'. An investigation initiated in January 2024 revealed that the actual content of whole grain flour in these products was only about 30-33%, contrary to the required minimum of 50% for such labeling.

The products in question included various baked goods, such as nostalgia rolls and cocoa rolls, which were marketed as healthy options. The GVH determined that Lidl's commercial practices constituted misleading advertising, as the majority of the flour used was cheaper refined flour, which is less beneficial for health.

As a result of these findings, the GVH imposed a fine of 186 million HUF on Lidl. The authority noted that the misleading practices had been ongoing for several years, affecting a wide consumer base, including vulnerable groups such as diabetics and those with insulin resistance.

The GVH emphasized the importance of businesses ensuring that their commercial communications are clear and not misleading, particularly regarding health claims. They highlighted that consumers should not be expected to verify the truthfulness of such claims themselves.