Lidl enables customers to save up coupons for healthy food products (in the Wheel of Five)

Supermarkets have a leading role in shaping the food environment. Over 70% of what we eat comes from the supermarket. Supermarkets have a responsibility and great potential to make healthy, sustainable and fair food the easy choice for all consumers. We see supermarkets are making some necessary changes. 

Today’s example is Lidl launching new coupons that can be used by customers to save up for free healthy products. Products that fit in the Dutch dietary guidelines, the ‘Schijf van Vijf’ (Wheel of Five). At the same time, Lidl is structurally reducing the price of a large number of healthy whole wheat products to match the price of the regular products.