Feb 16, 2026

Strategic Expansion of Becutan Across Europe: the Macedonian Brand Now Available in Lidl Latvia and Lidl Lithuania

Alkaloid continues to advance the international footprint of Becutan, one of the most established Macedonian baby care brands, by entering the Baltic markets and further expanding its global success story through the Lidl retail network.



Through a strategically structured rollout, Becutan products are now accessible to consumers in Latvia and Lithuania, marking a significant new phase in the brand’s international expansion and strengthening its position within the European marketplace. Distribution across 111 retail locations – 36 stores in Latvia and 75 in Lithuania – clearly illustrates the scale and importance of this initial launch in this part of Europe. This step forward underscores the brand’s competitiveness and its ability to meet the rigorous standards of the European market.



The project was realized in cooperation with Lidl Macedonia, representing a meaningful strategic milestone in the company’s internationalization efforts and demonstrating effective integration between the domestic market and the broader European retail framework.


Becutan’s inclusion in this Lidl program reaffirms the standards it has consistently maintained over decades – uncompromising quality, expertise-driven development, and long-standing consumer trust built across generations. These factors firmly position Becutan as a competitive European brand with clear long-term growth potential and capacity beyond its traditional markets.


Having built its identity over decades on safety and gentleness, Becutan is now present in more than twenty international markets. From the United States and Germany to Scandinavia and the Middle East, the brand continues to reaffirm its reputation and strengthen consumer confidence worldwide.


As one of the most recognizable Macedonian brands in the region and beyond, Becutan has evolved substantially since its launch in 1978 with five core formulations. Today, it offers a comprehensive portfolio of more than 60 product types and over 100 packaging formats, all clinically and dermatologically tested and developed in collaboration with pediatricians, neonatologists, and dermatologists.