Lidl rolls out private label produce

Discount grocer Lidl has launched a new private label line of produce called Peak Harvest that includes more than 50 items, including apples, tomatoes, mushrooms, lettuce and ready-to-eat salads.

The chain, which is based in Germany but has expanded in recent years to about 175 locations along the East Coast in the U.S., is partnering with Children’s Miracle Network Hospitals to promote the new line. For each purchase of Peak Harvest products throughout January, Lidl will donate 1% of retail sales to CMN Hospitals, up to $250,000. The funds will benefit 18 designated member children’s hospitals located in Lidl’s markets along the East Coast.

The company said it hopes the fundraising campaign and product launch help increase awareness around healthy eating.

“Peak Harvest is a produce line that supports healthy eating by making it affordable for our customers,” said Stefan Schwarz, chief product officer for Lidl US.

“Donations from partners like Lidl help make sure that our member children’s hospitals can provide services and programs to benefit kids and families,” said Teri Nestel, president and CEO of CMN Hospitals.

About 80% of Lidl’s products are private label, according to the company’s website. Similar to Aldi, another Germany-based hard discounter that is growing rapidly in the U.S., Lidl carries a tightly curated assortment that offers fewer choices that typical supermarkets but more aggressive pricing. Its private labels also include Preferred Selection, a range of higher-end, globally sourced products.

The company has been one of the fastest-growing grocery retailers in the U.S., opening 15 new stores last year. Globally, It operates more than 12,000 stores in 32 countries.