Discount retailer Lidl has given its UK meat and poultry range a rebrand in a bid to highlight its local sourcing.

The brand overhaul is designed to provide customers with “clearer information” on the provenance and traceability of its meat and poultry, the retailer said, adding that 80% of its products now bear the Red Tractor logo.

The logo sets criteria for producers and retailers to meet on food safety, environmental protection, animal welfare and British origin.

“We have brought about this rebrand in order to highlight to our customers that we are proud of the quality of our fresh British meat and poultry range, and that we are determined to support British farms by sourcing our fresh produce as locally as we can,” a Lidl spokesperson said today (23 April).

“We have also listened to our customers who look for confirmation on the high standards we insist upon when providing them with our quality, fresh, British meat and poultry. Through this, we are re-confirming to our customers what we already do to promote home-grown products, and are, hopefully, changing the misconception that our fresh meat and poultry is not, in fact, British.”