Lidi is beefing up its meat and poultry aisles after sales of its fresh range increased 30% in 2012.

The £66m investment will see each of its 600 stores’ fresh meat and poultry floorspace increase by 50% and new display cabinets installed, so Lidl can boost the number of lines stocked by 49%. Alongside the refurbishments, Lidl will also trial four fresh fish lines.

Lidl recently trialled the new layout at its store in Leatherhead, Surrey, and has since extended the offer to all stores in Scotland and Wales. The rollout is expected to be completed in early 2014.

The move is another departure from Lidl’s traditional no-frills store layout after it announced in January that it would install fresh bakeries in all its stores.

“This latest expansion is designed to respond to increasing customer demand for fresh meat and poultry and as part of our continuing commitment towards increasing the proportion of fresh products available,” a spokeswoman said.