In a groundbreaking move, Lidl GB has committed to making a quarter of its meat and fish sales plant-based by 2030, while also doubling its offerings of non-dairy alternatives. The German discount supermarket chain, already a leader in sustainable practices, has now raised the bar with these targets, making it the first UK retailer to set specific goals for plant-based proteins. This initiative aims to support a more balanced food system and contribute to Lidl’s net-zero aspirations by 2050.
As part of this new commitment, Lidl aims to increase the plant-based portion of its meat and seafood sales in the UK from 14% in 2021 to 25% by 2030. Similarly, non-dairy alternatives such as plant-based milk, cheese, and yoghurt will double from the current 6.4% share. This shift aligns with the retailer’s environmental goals, emphasising a transition towards sustainable foods that mitigate climate impact.
Supporting the Planetary Health Diet
Lidl’s Chief Commercial Officer, Richard Bourns, highlighted the broader importance of this change. “We know that as a society, we need to incorporate more plant-based foods into our diets to ensure balance,” Bourns said. “That’s why we are proudly standing behind the Planetary Health Diet, which is key to achieving a more healthy and sustainable future and supports our net-zero ambitions.”
Launching the Vemondo Plant! Range
To kickstart this transformation, Lidl has introduced a new private label, Vemondo Plant!, under its Vemondo vegan brand. The range includes 28 products, from tofu and burgers to vegan cheese and ready meals, which will initially launch in select stores this month and roll out nationally in early 2025. Alongside product variety, Lidl aims to make these plant-based items as affordable as traditional animal products, with prices starting at £1.75.
The supermarket chain is also working to enhance product visibility by positioning plant-based options next to conventional meat and dairy items, making it easier for consumers to choose sustainable alternatives. Bourns emphasised that Lidl is committed to breaking down barriers of price, quality, and availability in the plant-based category, offering “market-leading” prices to ensure plant-based choices are accessible for everyone.
Recognition and Support from Experts
The shift has drawn praise from sustainability advocates. Emily Armistead, interim director at think tank Madre Brava, described Lidl’s actions as “a game-changer,” applauding the supermarket for taking “this bold but essential step towards a more sustainable, healthy food offering.” Armistead noted that this move from a major discounter is likely to prompt other retailers to take similar steps in promoting plant-based diets.
Rebecca Tobi from the Food Foundation echoed these sentiments, stating that Lidl’s new targets serve as a “North Star for driving meaningful change in shifting the food on offer so that supermarkets are better supporting both people’s health and the planet.”
Aligning with Broader Environmental Goals
This announcement is part of a larger series of initiatives by Lidl, which recently expanded its scope 3 emissions targets to reduce its supply chain’s carbon footprint. These efforts include partnering with the World Wildlife Fund (WWF) in a 31-country, five-year project aimed at making Lidl’s supply chain more sustainable and reducing food waste.
In the UK, Lidl’s new plant-based goals reflect an increasing demand for climate-friendly choices. Over the past year, the retailer has seen a 12% rise in demand for vegan products, a trend it attributes to growing awareness of the health and environmental benefits of a plant-based diet. With competitive pricing and a broadened selection of vegan options, Lidl hopes to make sustainable, nutritious food choices more accessible to British consumers.
As Lidl pushes forward with these initiatives, other supermarkets are likely to take notice. With its affordable, eco-friendly approach, Lidl GB is indeed setting a precedent, marking a pivotal moment in the UK’s food retail industry and bringing us one step closer to a more sustainable future.
For more information
https://corporate.lidl.co.uk/media-centre/pressreleases/2024/lidl-triples-plant-based-range
