Lidl has announced plans to invest GBP66m (US$100.6m) to expand its line up of fresh meat and poultry in the UK.
The move, part of a shift to strengthen its fresh offering, will see the discounter increase the number of meat and poultry lines it stocks by 49%.
Lidl is installing new refrigeration cabinets across its 600 supermarkets in the UK. It is also increasing the selling space allocated to meat and poultry by 50%.
The group is also trialling the addition of four fresh fish lines at selected stores. If the trial is successful, the fish range will also be rolled out on a national basis, Lidl revealed.
Lidl expects to complete the roll out by early 2014.