Fruit war at the Tour de France! Lidl-Trek banned from sharing fruit basket with supporters and journalists
Cycling
At the Tour de France, the fight on the road has already been an intense one. Meanwhile, behind the scenes, another war has been going on... A fruit war!
The supermarket chain Lidl are the new sponsors of the former Trek - Segafredo team. Looking to showcase some of the best fresh fruit and veg the supermarket has to offer, Lidl-Trek have a beautiful fruit basket outside their team bus. The only problem is, they have been banned from sharing the fruit by Tour de France sponsors and Lidl's rivals, the French-based supermarket chain Leclerc.
“The situation is as follows,” says Lidl-Trek spokesman Jakob Kennison. “We are allowed to display the fruit and our riders and staff members are also allowed to eat it. But fans at the bus are not allowed to do that.”
"ASO has a sponsorship agreement with Leclercq," Kennison continues. “If people are about to take a piece of fruit, we tell them that it is not allowed."
Kieran WoodDeputy Editor-in-Chief
Kieran Wood is a sports journalist based in Wales and has been active in journalism since 2022. He regularly contributes to DartsNews.com and CyclingUpToDate.com, where he covers professional cycling and darts. In cycling, his work includes liveblogs from major races, including the Tour de France, the Giro d’Italia, and La Vuelta a España, alongside race reports and analysis. He has also conducted interviews with professional riders.
His reporting spans the full racing calendar, from one-day classics to stage races, with a focus on accurate, real-time coverage and clear contextual analysis. For statistics, results, and historical context, he regularly uses resources such as ProCyclingStats. To support reporting on rider activity and training context where relevant, he also references Strava.
In his work, Kieran places strong emphasis on careful sourcing, editorial accuracy, and updating articles as new, verified information becomes available.
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This is the fruit stand outside @LidlTrek's bus. They'd like to give the fruit to fans/journalists. One problem: ASO have banned them from doing so. Why? Leclerc, sponsors of the Tour, are a rival of Lidl, thus they're not permitted to hand out apples and pears 😢 #TourFruitWar
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