Deluxe Gemalen Chilipepers

Deluxe is a premium private label brand owned by the German discount supermarket chain Lidl. The brand was created to offer high-quality gourmet food products at affordable prices, typically appearing in stores during seasonal periods like Christmas and Easter. This specific product, crushed chili peppers in extra virgin olive oil, is part of their Mediterranean-inspired range.

While Lidl is a German company, products under the Deluxe label are sourced from specialist manufacturers across Europe to ensure authenticity. This particular chili paste is frequently produced in Italy, given its inclusion of extra virgin olive oil and Mediterranean preparation style. As a private label, the ultimate ownership rests with the Schwarz Gruppe, one of the largest retail groups globally, headquartered in Neckarsulm, Germany.