Lidl Invests £66 Million in Expanding Fresh Meat and Poultry Range

LONDON, April 21, 2013 /PRNewswire/ --

Lidl UK is investing £66 million in its fresh meat and poultry range as part of its continuing commitment towards increasing the proportion of fresh products available in store. The move sees the supermarket increasing the number of fresh meat and poultry lines in its listed range by 49% and installing brand new refrigeration cabinets in each of its 600 UK stores in order to accommodate the expansion.

     (Logo: http://photos.prnewswire.com/prnh/20120920/562717 )

     (Photo: http://photos.prnewswire.com/prnh/20130421/608082 )

The rollout of this project, which Lidl anticipates to be completed by early 2014, will see the fresh meat and poultry sales floor area increase by 50% on its current space. This latest expansion is designed to respond to increasing customer demand for fresh meat and poultry after Lidl saw sales of the fresh listed range increase by 30% from 2012 to 2013, and will also enable Lidl to offer an extra 30 fresh meat and poultry products as promotional or seasonal items. Lidl will be simultaneously trialling 4 fresh fish lines in selected UK stores with a view to rolling them out nationwide should customer feedback prove positive.  

As part of its continued investment in freshness, Lidl has employed designated 'Freshness Managers' across its 8 Regional Distribution Centres to constantly monitor the quality of the fresh deliveries coming in.