Lidl reveals its vegan strategy for the public eye:
Lidl Embraces Plant-Based Nutrition with New Vegan Products
German supermarket giant, Lidl, is set to take a pioneering role in the affordable plant-based segment with the introduction of new vegan products. The regional launch of these products, including "No Butter" and new "Tasty" drink meals, will commence in October 2023.
The strategy behind this move is based on the scientific findings of the Planetary Health Diet, which integrates human health and environmental sustainability by emphasizing plant-based foods. This long-term plan is part of Lidl's commitment to promoting plant-based nutrition in Germany.
One of the new additions to Lidl's vegan product range is "No Ghurt", a vegan yogurt alternative. Since October 2023, Lidl has been selling a large part of its Vemondo products at the same basic price as comparable animal products in all branches.
Lidl aims to be the first retailer in Germany to increase the share of plant-based protein sources in its range to 20 percent and the share of alternative dairy products to ten percent by 2030. The expansion of its vegan product range is not limited to vegans as the target group, but also includes flexitarians, who make up 18 percent of the German population, according to a 2024 study.
The methodology used in the calculation of Lidl's strategy is from the World Wide Fund For Nature (WWF). Lidl's vegan product range expansion is publicly announced, and the company continuously analyzes gaps for customers seeking new plant-based products, as stated by Christoph Graf, a member of Lidl's management board.
The "Live Well" logo will initially appear on over 100 own-brand products, including fruit, vegetables, wholegrain items, and plant-based proteins, signaling healthier and more sustainable choices to consumers. These products must meet newly introduced "Live Well" standards that align with the Planetary Health Diet.
The use of artificial intelligence in the creation or optimization of these products is not explicitly mentioned, but learning more about the AI guidelines used in this process could provide insights into Lidl's innovative approach.
A 2024 study published by the nutrition organization ProVeg confirmed that the price alignment of vegan products has led to a 30 percent increase in sales. This strategy aligns with Lidl's aim to make plant-based products more accessible to flexitarians without increasing the cost.
In line with the Planetary Health Diet framework for global food system transformation, Lidl’s strategy represents a first in the UK retail industry by bridging health and sustainability goals within its product range, contributing to broader climate and public health targets for 2030 and beyond.
[1] Lidl Press Release: [Link to Press Release] [2] EAT-Lancet Commission Report: [Link to Report] [3] British Nutrition Foundation Approval: [Link to Approval] [4] WWF Methodology: [Link to Methodology]
In line with the scientific findings of the Planetary Health Diet, Lidl is expanding its vegan product range to boost plant-based nutrition and sustainability, targeting both vegans and flexitarians. The company's long-term goal is to increase the share of plant-based protein sources to 20 percent and alternative dairy products to ten percent by 2030. This strategy, backed by the World Wide Fund for Nature (WWF) methodology, is expected to contribute to broader climate and public health targets, aligning with the global food system transformation framework.
