Lidl has partnered with the ProVeg Incubator to launch a competition to discover innovative plant-based cheese alternatives, offering a major opportunity for startups to bring their products to a large retail audience. The winning product will be sold in selected Lidl stores across Germany under the retailer’s Vemondo private label, providing exposure to a wide consumer base and the support needed to scale up production.
“This challenge is a unique opportunity for startups to work closely with a major retailer [and] get their products to a mass market”
The competition is open to a broad range of applicants, including end products, ingredients, and production technologies that could revolutionize the plant-based cheese sector. Christoph Graf, head of purchasing at Lidl in Germany, explained that Lidl is seeking “extraordinary” products and innovations in categories with the greatest potential for growth.
Graf stated, “We are looking for true innovation in categories that show the greatest potential for improvement, with a focus on alternatives to hard cheeses and sliced cheeses, but we are also open to extraordinary alternatives for other types such as spreads, meltable cheeses, aged varieties, and grated cheeses.”
This initiative is part of the retailer’s continued focus on its Vemondo line, which already includes various vegan products, and the competition offers an added platform for startups to enter a market with increasing consumer interest in plant-based cheese alternatives.
Unlocking growth opportunities for startups
For startups, the competition offers not only a chance to showcase their products but also the possibility of being placed on shelves in one of Europe’s largest retailers. The winner will gain access to Lidl’s extensive customer base and the opportunity to refine their product with direct feedback from the retailer. The prize includes promotional activity from both Lidl and ProVeg, supporting the brand’s market entry and growth.
Antje Räuscher, head of the ProVeg Incubator, noted, “We are delighted to collaborate with Lidl on this exciting innovation competition. Plant-based cheese remains one of the most dynamic areas for growth and development in the food sector, and this initiative provides an important platform to showcase groundbreaking solutions.”
Application process and requirements
Startups interested in applying must have their products market-ready and compliant with the necessary food safety and regulatory standards for Germany. Additionally, products and technologies must demonstrate scalability and potential for integration into current production processes.
Applications are open until April 27, 2025, with finalists selected by May 18. These finalists will present their products to a panel of judges, including top Lidl decision-makers, at a tasting event in Bad Wimpfen, Germany. The winner will be chosen based on innovation, product quality, and market readiness. Applicants can apply here.
For startups, the chance to collaborate with Lidl and ProVeg can be a turning point in establishing a long-term presence in the competitive plant-based market. “This challenge is 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,” said Räuscher.
