Lidl UK has launched a trial ‘Healthy Till’ in each of its 600 stores by replacing ‘treat’ items such as chocolate with products of a higher nutritional value. The initiative is being trialled for an initial ten week period. Should the customer response prove positive, it will be rolled out as a permanent fixture.
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.
Source: Sweets and snacks europe