Lidl responds to anger over 'sexist' Mother's Day ad featuring irons, cookbooks and sewing machines

It was criticised as 'outdated'

Nothing says 'I love you, Mum' like a new iron (Getty Images)

Lidl Germany has come under fire for suggesting people buy their mums cookbooks, vacuum cleaners, sewing machines and irons for Mother’s Day.

In the poster which appeared in German and Austrian branches of the discount supermarket, customers are told it’s “time to say thank you” by buying presents that many have condemned as “sexist.”

Lidl has since replaced the advert with one recommending customers buy handbags and jewellery instead.

Although Mother’s Day in the UK has been and gone (it was 11 March), in most European countries it falls on the second Sunday in May.

But many people have expressed their outrage at the initial promotion, using the hashtag #dankefürnichts (thanks for nothing) on social media.

One woman joked that she would need the sewing machine with blue hearts for Father’s Day in May.

“How was something like this made in 2018?” another woman asked.

Others lambasted the ad as “sexist” and “outdated.”

However the budget supermarket chain has now removed the controversial gift guide.

A Lidl spokesperson said: “As part of our changing action weeks we – like all retailers - take seasonal or holidays occasions into our marketing activities.

“We offer special promotional products or reduce selected products in price, sometimes significantly, for a limited period of time which is always very well received by our customers.

“We regret that our current promotion causes some displeasure with some of our customers and we take the feedback very seriously.”

Lidl is now promoting handbags, jewellery and scarves as alternative presents for Mother’s Day.

And rival budget supermarket Aldi has poked fun at Lidl’s Mother’s Day mess-up as well, writing on Facebook: “If you’re also of the opinion that sewing machines and steam irons should be left to Lidl on Mother’s Day, then spoil the wonderful mothers of the world with something more,” alongside a picture of a basket containing chocolates, flowers and toiletries.