Lidl has given one of its most recognisable bakery products a fashion-inspired makeover, unveiling the 'NeckCroissant' during Paris Fashion Week.

The limited-edition travel pillow is designed to resemble Lidl's iconic croissant, combining the familiar bakery product with a practical travel accessory. The initiative was launched on flights heading to Paris, where passengers were surprised with the unusual fashion-themed item.

The campaign is being rolled out across 25 European countries, including Malta. Lidl Malta is giving customers the opportunity to win one of 20 limited-edition NeckCroissant prize boxes through a social media competition running from 12 to 18 October 2026.

Each pillow also contains a digital voucher for the Lidl Plus app, which can be redeemed in Lidl stores for a fresh croissant.

The campaign also featured a dedicated "Nap Room" in Paris, where fashion week visitors could relax for 45 minutes using the NeckCroissant while watching a calming video. Participants were then treated to a freshly baked Lidl croissant.

Lidl said the campaign aims to combine its bakery offering with digital engagement through the Lidl Plus app, using the international profile of Paris Fashion Week to promote its bakery range.

Lidl Malta Director Owen Micallef said the croissant "exemplifies what Lidl stands for: top quality and daily freshness at an unbeatable price".

He said the NeckCroissant campaign offered a "fun, modern twist" on Lidl's bakery range while highlighting the benefits of the Lidl Plus app and encouraging customers to visit its stores for a fresh croissant.