Lidl invests in meat, poultry in the U.K.

Discount chain will increase meat lines in a big bet on fresh

German-based discount chain, Lidl, is investing £66 million ($103 million) in its UK division's fresh meat and poultry departments.

It is part of the company's plan to increase the proportion of fresh products in store.

According to a report, Lidl U.K. plans on boosting the number of fresh meat and poultry lines in its listed range by 49 per cent and the fresh meat and poultry sales floor area increasing by 50 per cent on its current space.

As part of the push, Lidl will also install new refrigeration cabinets in each of its 600 U.K. stores as well designate 'freshness managers' across its eight regional distribution centres to constantly monitor the quality of the fresh deliveries coming in.

The project is set to be completed in early 2014.

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