Supermarket chain Lidl is introducing a new "Waste Not" initiative to reduce food waste by over 700,000 kilogrammes a year, in all its 200 stores across the country.

Customers will see savings of up to 90% on a range of chilled food products that have reached their best before date, but are still fine to eat.

Lidl said that fresh meat, poultry, fish, and chilled products such as prepared salads, cooked meats, milk and yoghurts, will all qualify for a price reduction through "Waste Not".

The company said the reduced price products will be clearly displayed and available to customers in a newly branded area. 

Each store will refresh the area once a day to include a wide range of products for purchase. 

Lidl said its new initiative complements its existing partnership with FoodCloud, established in 2017, which sees surplus fresh fruit, vegetables and ambient products donated to hundreds of local charities across the country.

Since 2017, Lidl said that a total of 1.6 million meals have been donated by it to charities across the island of Ireland.

Deirdre Ryan, Head of Corporate Social Responsibility at Lidl Ireland & Northern Ireland, said that consumers are increasingly conscious of the products they buy and consider sustainability and waste before they make a purchasing decision. 

"As one of the country's largest food retailers, we're constantly looking for ways to help consumers make sustainable purchases, without compromising on quality and value," Ms Ryan said.