Lidl Plus, Lidl’s free loyalty app, treats members to a complimentary bakery item – typically a doughnut, though it can be a cookie depending on what is in stock – every year on their birthday.

Download the Lidl Plus app, register for free and make sure your date of birth is set in your profile. The voucher appears automatically in the app on your birthday, with seven days to redeem it in-store, and there is no minimum spend required to use it.

The app also surfaces personalised scan-and-save coupons and Lidl Plus Points on every shop, so it is worth keeping on your phone beyond the birthday treat.