Lidl's UK arm has revealed that it will soon trial a new concept at its stores that aims to encourage parents to make a considered, healthy choice when purchasing their goods.
The Healthy Checkout initiative, which will be trialled from January 2013, will mean that only products high in nutritional value – including multivitamin juice, fresh fruit and water – will be displayed at the till area.
According to Lidl, should the customer feedback prove positive, the concept will be rolled out as a permanent fixture in all stores.
'The Healthy Checkout concept and fresh produce rebranding is all part of our increased focus on corporate social responsibility,' a group spokesperson commented. 'The culmination of this is the introduction of a hybrid food labelling system on our product packaging which we have not done before.
'The hybrid food labelling system will comprise both our existing Guideline Daily Amounts (GDAs) as well as a ‘traffic light’ colour coding system, and will be placed on all own label product packaging. This comes in response to a growing consensus that customers wish to see consistent nutritional information on all food packaging in order to help them lead healthier lifestyles.'
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