Discount chain Lidl has reduced prices of fruit and vegetables by up to 70% in its Scottish stores in a special promotion to run to the end of October.
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The move follows the publication of a study by Cancer Research UK that revealed that over two thirds of Scots are failing to eat the recommended five daily portions of fruit and vegetables.
The UK government also recently stated that Scotland, where Lidl has 78 of its 480 UK stores, has the second-highest obesity rates in the developed world.
“Fruit and vegetables are not playing enough of a role in the Scottish diet and the study from last month highlighted this fact,” said Lidl’s aptly named sales operations manager Gordon Greens. “We wanted to make fruit, vegetables and healthy living accessible to everyone in Scotland so what better way than direct to the consumer.”
Lidl said the reductions would mean a family of four will be able to eat “their five-plus a day for less than GBP2 (US$4)”.
Scottish celebrity chef Nick Nairn is to front Lidl Scotland’s healthy living October campaign.
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By GlobalData
