Discount supermarket Lidl has laid out its plans to dramatically increase the amount of fresh fruit and vegetables British consumers are eating, as part of a major new healthy eating campaign. The commitment is to boost sales of healthy products to at least 85% of total sales, based on volume, by 2025, including an aim to raise fruit and vegetable sales by 35% in the next five years.
Lidl’s specialist nutrition teams have developed a bespoke nutrient profiling system (NPS) based on Public Health England’s nutrient criteria for front-of- pack traffic light labelling, focusing on fat, saturated fat, sugar and salt, which ranks all products as healthy, healthier or least healthy. 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.
Christian Härtnagel, chief executive of Lidl GB, said: “At Lidl, we prove that eating healthy does not need to break the bank. 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.”