Discount retail store Lidl UK is expanding its fresh meat and poultry offering, in response to increasing consumer demand.
The company is investing £66m over the next 12 months as part of a continuing drive to increase the proportion of fresh products available in store. The number of fresh meat and poultry lines in its listed range will go up by about 50%, as will the floor area dedicated to these products. Lidl is also installing new refrigeration cabinets in each of its 600 UK stores.
“This latest expansion is designed to respond to increasing customer demand for fresh meat and poultry after we saw sales range increase by 30% from 2012 to 2013,” said a statement. “It will also enable Lidl to offer an extra 30 fresh meat and poultry products as promotional or seasonal items.”
The company said the “vast majority” of its fresh meat and poultry was British, and all of this was certified as Red Tractor.
“We are always looking to increase our home-sourced products in our supermarket, and we will be adding even more British-reared meat to the range as part of this move.”
The British Poultry Council said it was pleased with Lidl’s announcement. “We always support investments aimed at providing wholesome and affordable British chicken to consumers.”