Discounter Lidl is launching a new mineral water under the name 'Dein Wasserspender' (Your Water Dispenser) in order to support the aid organisation 'SOS Kinderdorf e.V.' (SOS Children's Village).
For every 0.5 litre bottle sold, 10 cents will go to the aid organisation.
With this measure the company said that it is expanding its social commitments, providing its customers with the opportunity to make a charitable contribution.
"We have been supporting various projects in Germany for years and want to give something back to society. Every year another aid organisation is considered", explained Anita Wälz, head of corporate communications and sustainability at Lidl Germany.
Wälz added that the importance of sustainability is increasing, particularly among younger consumers. Lidl's new water SKU is packaged with a contemporary design in order to address this particular target group.
"We are very happy that Lidl financially supports projects of SOS Kinderdorf and has drawn attention to our operations," said Elke Tesarczyk, head of marketing at SOS Kinderdorf.
The still mineral water is available from May 13 in all Lidl stores. Furthermore, the introduction will be accompanied by promotional activities in the stores as well as by influencer marketing and media work.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Jana Zimmermann. Click subscribe to sign up to ESM: The European Supermarket Magazine.