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Lidl shoppers have been left fuming after the supermarket axed a popular promotion from its app. A number of customers reported the feature vanishing from their phone, with one slamming it as "crazy".

The Bakery Happy Hour promotion, which gives shoppers 20% off baked goods from 7pm, has disappeared from the Lidl Plus app. The promotion aims to slash food waste by offering cut prices late in the day. Some of the offers include a 59p croissant selling for 48p or an 89p brioche going for 72p.

A number of users have been left disappointed to see that the promotion has disappeared this month. They have taken to social platform Reddit to express their frustration.

As reported by The Sun, one person wrote: "I noticed on Monday there wasn't a bakery happy hour countdown on my app, but thought it might be because it was a bank holiday and perhaps they were closing early, but the happy hour countdown is still AWOL from the app. Has happy hour been killed off?"

A second said: "It disappeared on Friday 3rd April for me. Remember the sadness searching for it at the till."

Meanwhile, a third customer found their Bakery Happy Hour was now at 8pm. They explained: "It's crazy. First they reduced the discount amount and now it's even later."

A fourth customer asked Lidl directly on X if the promotion had been stopped altogether. They wrote: "Shame as there were lots of unsold items in my local store."

The supermarket replied to confirm it had been stopped in some areas. In a statement given to The Sun, it added: "We are currently trialling changes to in-store bakery discounts on Lidl Plus in select regions and for a limited time period only.

"This trial will provide the data needed to optimise our bakery promotional offers for shoppers and measure the impact on stock levels, supporting our long-term commitment to reducing food waste."