Lidl unveils its strategic approach for vegan products:
Lidl Announces Ambitious Plant-Based Strategy
Budget supermarket chain Lidl has unveiled a long-term strategy aimed at increasing the share of plant-based foods in its products to 20% by 2030, and promoting healthier, sustainable eating.
The strategy, which was publicly announced by the retailer, is centred around the launch of the 'Live Well' logo, which will appear on over 100 of Lidl’s own-label products, including fruit and vegetables, wholegrain, and plant-based protein foods.
The scientific basis of this strategy involves collaboration with the British Nutrition Foundation (BNF) and alignment with the Planetary Health Diet—a framework developed to balance human nutrition with planetary sustainability. Products bearing the Live Well logo must meet rigorous, evidence-based nutrition criteria approved by the BNF, as well as sustainability criteria such as the use of sustainably sourced ingredients and recyclable packaging.
Lidl is not limiting its offer to vegetarians and vegans, but also targeting flexitarians who wish to eat more sustainably. The retailer is introducing new vegan products, including "No Butter" and "No Ghurt" (a vegan yogurt alternative), as part of its strategy to take a leading role in the affordable plant-based segment.
The new strategy by Lidl is based on the methodology of the WWF (World Wide Fund For Nature) and aims to make the retailer the first in Germany to increase the share of plant-based and alternative dairy products.
The strategy is expected to have a significant impact on consumer habits and environmental outcomes. Lidl is targeting a 20% boost in plant-based food sales by 2030, alongside a commitment that at least 10% of Lidl’s own-label products will meet Live Well standards by that date. This reflects growing consumer demand for healthier and more sustainable options, as research commissioned by Lidl and the Planetary Alliance found that although over 80% value healthy eating, more than three-quarters seek clear guidance to choose such products.
Richard Bourns, Lidl GB’s Chief Commercial Officer, highlighted the importance of integrating human health and planetary health goals, emphasizing the need for supermarkets to go beyond narrow definitions of health towards supporting the wider food system.
This strategy positions Lidl as an industry leader in combining nutritional science with sustainability, aiming for meaningful long-term impacts on consumer habits and environmental outcomes.
- Lidl's long-term strategy seeks a 20% share of plant-based foods in its products by 2030, promoting healthier, sustainable living.
- The 'Live Well' logo, appearing on over 100 of Lidl’s own-label products, signifies alignment with the Planetary Health Diet and adherence to rigorous nutrition and sustainability criteria.
- Lidl's strategy extends beyond vegan and vegetarian options, targeting flexitarians who wish to eat more sustainably, with new plant-based products like "No Butter" and "No Ghurt" being introduced.
- The strategy is grounded in the methodology of the WWF and aims to make Lidl the first retailer in Germany to increase the share of plant-based and alternative dairy products, impacting consumer habits and environmental outcomes significantly.
