Lidl is introducing a big change at checkouts across its UK stores, which it will start rolling out this month.
A new digital micro-donation system is being introduced, which will allow shoppers to donate up to 30p at the checkout when they pay for their shopping.
The donations will go towards the NSPCC's Childline Service, a free and confidential support line for vulnerable children and young people aged under 19.
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The supermarket chain has set an ambitious goal to raise £5 million by 2030, following a five-year extension of its partnership with the charity.
Customers will be asked when they use the card reader whether they want to make a donation of up to 30p as they pay for their shopping.
According to Pennies, the organisation behind the micro-donation system, if every customer donated 35p per week, it could potentially generate a yearly cash injection of £1 billion into the UK charity sector.
The decision to introduce the donation system across Lidl's UK stores comes after a successful regional trial. The supermarket has already started rolling out the technology across its stores, aiming to complete the roll-out in all its UK supermarkets by mid-March.
Lidl said the initiative is due to run for six weeks and complements the existing in-store cash donation tins.
Ryan McDonnell, CEO at Lidl GB, said: "We are delighted to be extending our partnership with the NSPCC and to give voice to the amazing work they do to ensure that children across the country have the support they need.
"Thanks to the incredible generosity of our colleagues and customers, we've managed to raise an astonishing £10 million for the NSPCC to date, but we want that figure to keep growing.
"So, by bringing Pennies into our stores, we're offering our customers a simple way to contribute to causes that matter, turning small donations into a significant collective impact."
Chris Sherwood, CEO of the NSPCC, added: "We are thrilled that Lidl will be supporting the NSPCC for another five years with an extraordinary goal of raising £5 million in the same period. We look forward to continuing to work together on new projects and ways of fundraising, including the Pennies initiative, which sees customers being able to make micro-donations at the till."