Lidl has made a number of commitments to help boost UK consumption of vegetables.
Speaking at the Food Foundation’s Vegetable Summit in London, Lidl’s head of fresh produce buying, Emma Byrne, revealed that the discounter will be repositioning fresh produce to the front of stores, though she did not give further details.
It will also be extending its range of Oaklands fun-size vegetables in a bid to get younger consumers eating more from an early age, and will work with suppliers to come up with new and innovative vegetable formats.
Among a series of developments, Byrne pledged that the retailer will include as many vegetables as possible within its Pick of the Week promotional selection, with at least six – and more if possible – featuring every month.
She also said Lidl will step up its social media activity to give veg-focused recipe suggestions, messages and information to consumers.
Meanwhile, the Co-op announced it would include a weekly feature on veg in its social media output and have a special focus on veg in its monthly magazine, as well as increasing the vegetable-based options in its lunchtime meal deals.
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