Discounter Lidl has said it is focusing on the core values of price and quality as it moves to increase its fresh meat and poultry offering in the UK.

The company said this morning (22 April) it is increasing the amount of selling space it allocated to fresh meat and poultry by 50% with an investment of GBP66m (US$100.6m).

A spokesperson for the group told just-food the new products the company is planning to launch will be under the firm’s own label lines: Strathvale, Bitchwood and Duluxe. The group will be working with existing suppliers and “potentially” new ones to develop additional fresh meat and poultry products, the spokesperson added.

While the retailer is stepping up its effort to deliver quality fresh products, the spokesperson insisted that a highly competitive price positioning is also to key Lidl’s strategy in the UK.

“Our core values are to offer our customers the best quality products at the lowest possible prices and this will continue to be our focus,” the spokesperson said. “We have always focused on quality but have garnered greater recognition for it in recent years since the launch of our Deluxe range and the 450 or so product awards we’ve picked up. We believe in offering affordable luxury, an ethos that is reflected in the high quality of our products and the stringent quality assurance standards we set ourselves.”