// Lidl UK introduces meat-labelling system to provide clear info for customers
// The labels on Lidl’s fresh chicken have the same level of detail as egg packaging
// 71% of shoppers have demanded that retailers become more transparent with packaging info
Lidl has become the UK’s first grocer to introduce a meat-labelling system, which will improve transparency on the method of production for its customers.
The initiative is part of a trial on all of Lidl’s fresh chicken products to combat consumer confusion about how the fresh chicken was reared – including details that have not already been revealed by other supermarkets.
The labels on Lidl’s fresh chicken have the same level of detail as the information on egg packaging.
The German discouny grocer revealed that 71 per cent of shoppers have demanded that retailers become more transparent with the information displayed on packaging.
The new label will feature one of the following messages:
• Indoor – Birds are reared outside the UK to legal housing requirements
• British Indoor – Birds live in safe, comfortable housing with natural daylight, bales, perches and pecking objects
• British Indoor+ – Birds live in housing with more space to exhibit natural behaviour; with natural daylight and environmental enrichment
• British Free Range – Birds live in safe, comfortable housing with access to the outdoors for a minimum of 8 hours a day
• British Organic – Birds have access to large outdoor ranges, with smaller flock sizes and a GM free diet
“To ensure that we are continuing to make good food accessible for all households, it’s important that we offer customers quality meat products that are from a range of different farming systems,” Lidl UK chief commercial officer Ryan McDonnell said.
“With method of production labelling having been in place for a number of years on egg packaging, it makes sense to us to apply the same concept to meat products.
“It’s a topic that has been discussed extensively across the industry and we’re pleased that, through our lean and agile business model, we are in a strong position to be able to conduct this trial for our customers and share our findings to support any future developments.”
The move follows Lidl Germany’s successful labelling scheme which launched last year.