Lidl GB has today announced a £250m investment in cutting prices of everyday items in the run-up to Christmas.

It comes after the discounter said it has reduced prices on over 1,000 product lines since the start of this year.

“This latest investment gives shoppers even more to value, whether it’s an exciting new addition to the weekly dinner plan or a welcome surprise when it’s needed most,” said a statement from the business.

“This investment complements Lidl Plus, the only loyalty rewards scheme offered by a discounter. The app enhances the customer experience with features and campaigns that go beyond standard promotions.”

Additionally, the discounter’s ‘Pick of the Week’ gives customers weekly in-store offers on fruit, veg, meat and poultry. Lidl delivers even more savings on top of its already low prices.

Richard Bourns, chief commercial officer at Lidl GB, said: “We’re committed to providing our customers with the best value every single day, and our teams work tirelessly throughout the year to deliver this for them.”

“We also firmly believe that everyone should have access to healthy affordable food, which is why we ensure that we’re offering the lowest prices in the market and it’s why we’re on a mission to bring new Lidl stores to more communities across the country,” he added.

Lidl has confirmed all of its stores in Britain will be closed on Christmas Day and most stores will also remain closed on Boxing Day and New Year’s Day.

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