LONDON, January 8, 2013 /PRNewswire/ --
Lidl has launched a trial 'Healthy Till' in each of its 600 stores this week by replacing 'treat' items such as chocolate with products of a higher nutritional value like multivitamin juice and fresh fruit. The initiative is being trialled for an initial 10-week period in order to assist parents in making a considered choice when purchasing their goods. Should the customer response prove positive, it will be rolled out as a permanent fixture.
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Lidl makes this move as part of its increasing focus on corporate social responsibility strategy and comes shortly after its decision to sign up to the Department of Health's new fruit and vegetables Responsibility Deal, which was announced in November 2012. As part of its pledge, Lidl has voluntarily committed to rebrand its entire fruit and vegetable range, making it more appealing, particularly for children - with fun characters and jokes on kids' packs.
Lidl also recently announced that it would be supporting the growing public consensus that there should be a more consistent nutritional labelling system across the food industry. It consequently took the decision to introduce a hybrid food labelling system to its own-label products, which will comprise both Lidl's existing Guideline Daily Amounts (GDA) as well as a 'traffic light' colour-coding system. Lidl is currently working together with the government and other leading supermarkets to establish a consistent approach to nutritional food labelling in order to help consumers in their wish to lead healthier lifestyles.
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Notes to editors:
Lidl has signed up to the new Responsibility Deal for promoting Fruit and Vegetables in store, announced by the Department of Health on 15th November 2012.
Lidl is committed to working with the government, NGOs, our supply chain and the rest of the industry to try to achieve a consistent approach to labelling as we work towards compliance with the EU Food Information Regulations by December 2014.
About Lidl UK
Lidl's history goes back to the 1930s, when Lidl & Schwarz Grocery Wholesale was founded in Germany. The first Lidl stores were opened in 1973 and by the 1980s Lidl was a household name throughout Germany. During the 1990s Lidl started to open stores outside Germany and today Lidl stores can be found in nearly every country in Europe. Lidl is now well established as a major European food retailer.
Since establishing themselves in the UK in 1994, they have grown consistently and today have more than 600 stores. Lidl takes pride in providing top quality products at the lowest possible prices throughout the country. Besides food they also have twice weekly special offers ranging from Cycling gear to Angling accessories, Computers to BBQ specials. These offers change on a Monday and a Thursday and are subject to availability. For more information and a convenient store locator visit http://www.lidl.co.uk.
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