Lidl Ireland has announced its plans to reduce the price on a range of its chilled food products by in the region of 90% on their best before date.
The discounter said that the news is a part of its new Lidl food waste initiative, ‘Waste Not’ which it has rolled out to all 200 Lidl stores across the island of Ireland.
The significant price reduction will be applied to items such as fresh meat, poultry, fish, and chilled products such as prepared salads, cooked meats, milk and yoghurts, essentially chilled food products that have 'reached their best before date but are still perfectly fresh and fine to eat'.
The German retailer explained that reductions will vary per product type for example: Fresh meat, poultry, and fish products priced between €1.29 and €3.49 will reduce to €0.90. Those priced between €3.50 and €8.99 will reduce to €2.00 on their best before date.
Also, fresh chilled products, such as prepared salads, cheeses and cold cooked meats priced between €0.29 and €1.49 will reduce to €0.20. Those priced between €1.50 and €8.99 will reduce to €0.90.
"Consumers are increasingly conscious of the products they buy," said Deirdre Ryan, head of corporate social responsibility at Lidl Ireland & Northern Ireland.
"They consider sustainability and waste before they make a purchasing decision."
Reduced products through ‘Waste Not’ will be clearly displayed and available to customers in a newly branded area, located in the chilled food section of all its nationwide stores.
Each store will refresh the area once a day to include a wide range of products for purchase.
© 2019 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. Click subscribe to sign up for the Checkout print edition.