Lidl GB recently announced a new healthy food commitment called the ‘Healthy Eating Pledge,’ which its CEO, Christian Härtnagel, says is the discounter’s most ambitious target yet. The initiative aims to encourage healthier diets and increase sales of nutritional products to 85% or more of total sales by 2025, based on tonnage volume.
Lidl’s specialist nutrition teams developed a nutrient profiling system (NPS) to measure the healthy level of foods. The NPS is based on Public Health England’s nutrient criteria for front-of-pack traffic light labeling, which focuses on fat, saturated fat, sugar, and salt quantity, ranking all products as healthy, healthier, or least healthy.
The nutrition teams are also reviewing over 200 lines annually with potential for improvement to meet the healthy or healthier criteria. Furthermore, Lidl says it will engage with suppliers to boost its more nutritional products.
This commitment follows close behind Lidl’s investment in a separate ‘Get Fresh’ initiative. That one aims to offer more healthy choices by increasing the range of fresh, healthy products available to customers in-store. To make this increase of fresh-food options possible, stores have been upgraded with energy-efficient chillers that can stock over 100 products on shelves. In addition, to get customers inclined to buy these items, Lidl will be prioritizing placing the fresh, healthy produce prominently at the front of the store.
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