Lidl has pledged to increase its sale of healthy and healthier food products to 85 per cent of total sales by 2025.
The discounter announced this week that it will be investing in its ‘Get Fresh’ initiative to add 100 new food items to stores, and that it aims to increase its sales of fruit and vegetables by 35 per cent by 2026.
The health-focused revamp will see fresh products located near the front of the store, with Lidl nutritionists revealing a new bespoke nutrient profiling system (NPS) based on Public Health England’s nutritional profile criteria, which will rank products from least to most healthy.
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The retailer will also be working with suppliers to increase the selection of healthier food items available to customers, with Lidl teams set to asses the nutritional profile of more than 200 lines per year.
The new programme is due for completion this September.
“Our healthy eating pledge is our most ambitious eating target yet and is focused on helping families make healthier choices when they shop with us, without compromising on price,” Lidl GB chief executive Christian Härtnagel said.
The move follows the German discounter’s previous commitments to improve customer wellbeing, including the removal of cartoon characters from own-brand cereal to reduce pester power in 2020 and the removal of confectionary from its checkout lines in 2014.