The demand for plant-based cheese alternatives is rising fast, with sales in six European countries reaching EUR 194 million in 2023 – an increase of 7% in just one year. Germany leads the charge, boasting the largest market for dairy-free cheese on the continent. Yet, consumers are still craving more: recent surveys show that a quarter of Europeans want greater availability and variety in plant-based cheese.
In response, Lidl Germany has teamed up with the ProVeg Incubator to launch an exciting new startup competition. Their mission? To uncover the next groundbreaking plant-based cheese innovation that could hit supermarket shelves under Lidl’s Vemondo brand.
The Lidl x ProVeg Cheese Alternative Innovation Competition is open to startups developing both finished products and novel ingredients or technologies that can revolutionise cheese alternatives. The winning product could earn a place in Lidl stores across Germany, exposing it to a vast customer base and benefiting from promotional support from both Lidl and ProVeg.
“This initiative provides an important platform to showcase groundbreaking solutions,” says Antje Räuscher, Head of the ProVeg Incubator. “It’s a unique opportunity for startups to work closely with a major retailer, get their products to a mass market, and contribute to advancing sustainable food options.”
Startups looking to take part must have a registered business in the EMEA region and meet stringent food safety and regulatory requirements. The competition deadline is 27 April 2025, with finalists pitching their innovations to Lidl decision-makers and industry experts in May.
Could your startup be the one to bring the next must-have plant-based cheese to German supermarket shelves? Find out more about the competition and how to apply by reading the full article on the New Food Hub. For more support on your alternative protein strategy, get in touch with ProVeg’s experts at [email protected].
