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Lidl GB has announced a £250m investment in cutting prices of everyday items, as it bids to help “shoppers save even more in the run-up to Christmas”.
The discounter said it had lowered prices on more than 1,000 product lines since the start of the year, with the latest funding aimed at offering “even more to value” for shoppers.
The move builds on the Lidl Plus scheme, which it describes as the only loyalty rewards programme among discount supermarkets.
Lidl also runs a weekly ‘Pick of the Week’ promotion on fruit, vegetables, meat and poultry. The retailer said the latest measures underline its focus on maintaining low prices while adding more customer savings through offers and app-based rewards.
Chief commercial officer Richard Bourns said: “We’re committed to providing our customers with the best value every single day, and our teams work tirelessly throughout the year to deliver this for them. We also firmly believe that everyone should have access to healthy affordable food, which is why we ensure that we’re offering the lowest prices in the market and it’s why we’re on a mission to bring new Lidl stores to more communities across the country.”
Lidl confirmed that all its stores in Great Britain will be closed on Christmas Day, with most also shut on Boxing Day and New Year’s Day.
The retailer said it expects its busiest trading day to be Monday 22 December and advised customers seeking quieter shopping times to visit between 8am and 10am or after 6pm. Lidl added it has been the fastest-growing bricks-and-mortar grocer for more than two years.
