Lidl has announced new sustainability targets aimed at promoting plant-based eating across its 31 international markets. In collaboration with the World Wildlife Fund (WWF), the retailer has committed to increasing the proportion of plant-based foods sold by 20% by 2030, compared to 2023 levels. This initiative is part of Lidl’s broader effort to align its product offerings with the Planetary Health Diet (PHD) guidelines by 2050.
“By prioritizing plant-based options, Lidl demonstrates how retailers can drive food system transformation”
Lidl’s strategy, dubbed “Conscious Nutrition,” includes using WWF’s Planet-Based Diets Retailer Methodology to evaluate and expand its product range. This methodology provides a framework for developing sustainable and health-focused food options, encompassing protein sources, whole grains, fruits, and vegetables. The retailer plans to implement national targets across all its markets to support its international goal.
Stefan Haensel, senior vice president of quality & sustainability at Lidl International, explained, “The Planetary Health Diet offers a solid model that provides actionable recommendations without categorically prohibiting anything. For years, we have been developing our product range with a focus on conscious nutrition.” Haensel noted that Lidl’s vegan brand, Vemondo, now includes more than 500 products, forming the foundation for its sustainability efforts.
To encourage the adoption of plant-based diets, Lidl has introduced pricing initiatives to make plant-based products as affordable as their animal-based counterparts. The retailer has also implemented carbon footprint labeling on select products to help consumers make informed choices. Hybrid products, such as beef mince blended with pea protein, have been introduced to cater to flexitarians seeking to reduce meat consumption without fully transitioning to plant-based alternatives.
Long-term commitments
Lidl’s sustainability efforts extend beyond product development. As the first major UK retailer to achieve the Vegetarian Society’s Plant-Based Trademark, Lidl has prioritized transparency and consumer trust in its vegan offerings. Its commitment to sustainability aligns with its broader climate targets, including an 70% reduction in carbon emissions by 2030.
The retailer’s five-year partnership with WWF, launched in 2022, focuses on addressing global ecological challenges such as climate change and biodiversity loss. This latest commitment marks an extension of that partnership, with Lidl and WWF working together to ensure sustainable choices are accessible to households worldwide.
Mariella Meyer of WWF Switzerland praised Lidl’s efforts: “By prioritizing plant-based options, Lidl demonstrates how retailers can drive food system transformation—key to tackling biodiversity and nature loss. Leadership like this, paired with collaboration among experts and stakeholders, is essential to accelerating meaningful change for people and the planet.”
