Lidl stores across Wales have launched a new range of Welsh beef products as part of the retailer’s commitment to supporting local farmers.
The discount grocer already stocks Welsh dairy, eggs, and a lamb collection, with beef being its latest initiative to back the farming industry amid the cost-of-living crisis.
The new Birchwood beef range takes Lidl’s investment in Welsh-reared cattle to a value of over £9 million a year and £12 million in Welsh livestock overall.
Working with 130 farms across Wales, the new range is further recognised by the Protected Geographical Indication (PGI) mark – a scheme designed to protect and promote regional and high-quality food products.
Making it easier than ever to ‘shop local’ for meat at an affordable price, the homegrown range consists of hand-trimmed ribeye, fillet, rump and sirloin steaks, and mince and diced beef.
Shoppers are able to recognise Lidl’s Welsh products by the Red Dragon on packs, or the names of all products appearing in Cymraeg, as well as English; further signalling Lidl’s commitment to Wales.
The news comes as Lidl is trialling on-shelf smart refill stations for laundry detergent, reducing plastic and saving customers around 20p per purchase.
