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Lidl has launched a £250m investment programme to reduce prices on more than 1,000 grocery items.
The price cuts cover household staples including fresh meat, fruit and vegetables, eggs, milk, bread, and yogurt. The supermarket group has also increased spending on its mobile loyalty application, expanding personalised coupons by 60% alongside a new digital rewards system.
The value drive accompanies an infrastructure expansion across the country. The supermarket chain previously announced plans to open more than 50 new stores over a 12-month period as part of a £600m investment in British infrastructure, which is expected to create almost 2,000 jobs.
Data from the grocery sector recently confirmed that the discount retailer has become the fifth-largest supermarket chain in the UK, with more than three in five households shopping at its stores.
Chief commercial officer at Lidl Richard Bourns said: “We know customers continue to face pressure on their household budgets, especially heading into the summer months. Our £250m investment in lowering prices on over 1,000 products ensures customers get even better value.”
Bourns added: “This latest investment, combined with a significant increase in promotions via the Lidl Plus app, reinforces our unwavering commitment to deliver the highest quality products at the lowest possible prices.”
