Lidl announces new ‘ambitious’ commitment to customers – 100 new foods coming to store
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Discount chain Lidl has announced a pledge to increase sales of healthy and healthier products to at least 85 percent of total sales by 2025. In doing so, the supermarket will introduce 100 new fresh products to store.
Following on from the removal of cartoon characters from its own-brand cereal range last year, Lidl has said it will invest in helping customers pick healthier food choices.
Lidl’s specialist nutrition teams have developed a bespoke nutrient profiling system based on Public Health England’s nutrient criteria for front-of-pack traffic light labelling.
It focuses on fat, saturated fat, sugar and salt.
As part of the commitment, its teams will assess over 200 lines each year that can be improved to meet the healthy or healthier criteria.
It comes as part of Lidl’s investment in its ‘Get Fresh’ initiative, which aims to increase the range of fresh produce, including meat, fruit and vegetables.
In doing so, Lidl will prioritise the placement of fresh, healthy food items, with new products located at the front of stores.
The supermarket has said the programme will be complete by September this year.
Christian Härtnagel, CEO at Lidl GB said: “At Lidl, we prove that eating healthy does not need to break the bank.
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“Our competitive low prices across all our ranges, particularly fruit and vegetables, are market leading and ensure customers can access healthy food all year round.
“Our Healthy Eating Pledge is our most ambitious healthy eating target yet and is focused on helping families make healthier choices when they shop with us, without compromising on price.”
Rebecca Tobi, Peas Please project manager at the Food Foundation commented: “Ahead of the National Food Strategy’s release later this week, it’s fantastic to see Lidl making such strong commitments to increasing sales of healthier foods, particularly an ambitious 35 percent increase in sales of fruit and veg.
“This really places Lidl in a leadership position when it comes to retailers championing fruit and veg, and is exactly the sort of bold action that is required if we are to support the nation’s health and wellbeing, and create a food environment that actually supports healthier eating instead of making it a challenge.”
Taking to social media to share their thoughts on the news, customers praised the discount chain for introducing steps for a healthier Britain.
One Twitter user said: “It needs to be done, congratulations Lidl for following in the footsteps of other supermarkets.”
Another wrote: “About time, although there are a lot of fresh products in Lidl, the bakery is usually the first thing that catches my eye.”
“Love to see supermarkets making changes to help customers,” commented a third.
It comes after Morrisons introduced its own health labelling system as well as introducing a new healthy eating range.
A spokesperson said: “We are committed to helping our customers make healthier choices and we are supportive of measuring performance and setting meaningful targets.
“We already publish the proportion of our own-brand products which are classed as healthy and have a commitment to increase this.”
It comes after supermarkets have been criticised for the lack of accessibility to healthier foods, with obesity being a growing problem in the UK.
Sainsbury’s and Tesco have also set out plans to encourage shoppers to pick up healthier foods.
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