Lidl International X WWF

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Company News

Lidl Targets 20% Increase in Plant-Based Sales by 2030 in Partnership with WWF

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. 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 …

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Lidl becomes first major retailer to receive certification from new Plant-Based Trademark

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Company News

Lidl Becomes First Major Retailer to Receive Certification From The Vegetarian Society’s Plant-Based Trademark

Lidl has become the first major retailer to use The Vegetarian Society’s new Plant-Based Trademark, designed to be the “gold standard of plant-based accreditation”. The trademark will appear on Lidl’s Vemondo Plant! range, which includes a variety of plant-based options such as ready meals, ingredients, and vegetable-based products. “It’s fabulous to have Lidl on board with its fantastic Vemondo Plant! range now being certified to use the Plant-Based Trademark,” said Vanessa Brown, Head of Trademarks at the Vegetarian Society. “Customers are looking for reassurance from an easy-to-read label and will be able to see the Plant-Based Trademark on products in Lidl stores soon.” Plant-based terminology The Vegetarian Society has already offered vegetarian and vegan trademarks for many years, but the Plant-Based Trademark was added late …

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Lidl becomes first UK retailer to set plant-based protein targets

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Retail & E-Commerce

Lidl GB Sets “Industry-Leading” Plant-Based Protein Targets After Category Sees Double-Digit Growth

In what has been described as an “industry-leading target”, Lidl GB has announced that it will work to make plant-based proteins account for 25% of its total protein sales by 2030. The supermarket chain has also committed to doubling the proportion of plant-based protein sales from dairy alternatives in the same period. Lidl says the announcement makes it the first UK retailer to set specific targets to increase the proportion of plant-based proteins sold. The news comes as the discounter works to achieve net zero emissions by 2050. To achieve its goals, Lidl has revealed it will more than triple the number of plant-based products it offers, with an expanded range launching from this month and rolling out nationally by January 2025. Called Vemondo Plant!, …

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Lidl Netherlands announces results of pilot study placing meat alternatives in meat aisle

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Retail & E-Commerce

Lidl’s Targeted Climate Targets Put Pressure on Other German Retailers

Lidl’s climate targets, supported by its protein diversification scheme, puts other German retailers, such as Rewe, under pressure in the race to reduce emissions, according to Madre Brava‘s climate and food system experts. In its latest sustainability report, Lidl announced its goal of reducing the emissions of products it sells (so-called Scope 3 emissions). Lidl makes it clear that meat and dairy products play a prominent role in its Scope 3 emissions. Supermarkets cannot tackle Scope 3 without tackling the emissions of meat and dairy products in their supply chains, and only Lidl has taken the necessary steps: clear commitments to diversify its protein supply. Florian Wall, Senior Associate at Madre Brava in Germany, says: “Lidl is now on both front leaders: their commitment to …

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Lidl

Jérémy-Günther-Heinz Jähnick / Somain - Lidl (01) / Wikimedia Commons / Cc-by-sa 3.0.

Retail & E-Commerce

Lidl NL Permanently Reduces Plant-Based Prices, Adds Pea Protein to Beef Mince for Blended Product

Lidl Netherlands has announced a permanent reduction in the cost of plant-based meat and dairy alternatives, meaning they will be priced equally to or lower than their animal-based equivalents. The retailer says it aims to ensure price is not an obstacle to making sustainable choices. The news comes after a ProVeg study conducted last year found that people are far more likely to choose plant-based foods when they are priced more affordably. The research showed that most people want plant-based products to be priced the same as animal foods, with similar government subsidies. Lidl has already slashed the prices of plant-based alternatives in other European markets such as Germany, Denmark, Hungary, and Austria. Dutch chain Jumbo has made a similar move, along with various other …

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Lidl's new Vemondo ribs

© Lidl Germany

Retail & E-Commerce

Lidl Germany Introduces New Vemondo Products Including Vegan Ribs

Lidl is launching a range of new products under its own-brand vegan range Vemondo as part of a new promotion week. Lidl customers across Germany can now look forward to several new vegan products. “From high-quality meat substitutes and vegan ribs to vegan ice cream desserts: with Vemondo, we offer a wide selection of delicacies every day at the usual low Lidl price,” announced the discounter. The new range includes vegan moussaka, vegan camembert, vegan ribs, vegan nuggets, vegan tortillas, vegan chocolate crunchies, and vegan stracciatella ice cream. The Vemondo range is licensed with the V-Label and received the Vegan Food Award from PETA Germany in the “Best Vegan Range” category in 2023. Lidl’s vegan product range already includes over 450 items in total. Influencing …

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Albert Heijn

© Albert Heijn

Market & Trends

Albert Heijn Named Most Vegan-Friendly Supermarket in Belgium

Albert Heijn has been recognized as the supermarket chain with the most extensive vegan offerings in Flanders and Brussels, according to a recent study conducted by BE Vegan and ProVeg Belgium. The analysis evaluated the availability of plant-based products in six major supermarket chains: Albert Heijn, Delhaize, Carrefour, Colruyt, Lidl, and Aldi.  Albert Heijn leads the rankings, with Delhaize in second place and Colruyt in third. Notably, Colruyt has moved up to third place, overtaking Carrefour for the first time. “It is mainly the expansion of plant-based ready meals that places Colruyt in third position. There are more options for easy plant-based meals. Colruyt is also catching up in the area of ​​meat and fish substitutes: the offer has increased by 30% since 2022, and …

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Lidl

©Lidl

Retail & E-Commerce

Lidl Study: Placing Meat Alternatives Next to Conventional Meat Significantly Increases Sales

A pilot study conducted by Lidl Netherlands in collaboration with Wageningen University and the World Resources Institute (WRI) has found that placing meat alternatives next to conventional meat significantly boosts sales. The study took place in 70 stores over a six-month period, and the results indicate that sales of meat alternatives increased by 7% during this time. The effect decreased somewhat as the study went on, but remained noteworthy. Meat sales also fell slightly, though this was not considered significant. When Lidl customers were interviewed in-store or asked to complete online questionnaires, most said they supported the strategy. The study results come as the retailer works to make 60% of its protein sales plant-based by 2030. “We know from the research that the visibility of …

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Lidl Belgium drops prices of plant-based protein products

© Lidl Belgium

Retail & E-Commerce

Lidl Belgium Drops Prices of Plant-Based Protein Products as Price Parity Trend Continues

Lidl Belgium has announced it is permanently cutting the prices of its plant-based protein products from May 15, after a recent study conducted by iVox on behalf of the retailer found that 42% of Belgians would purchase more vegetarian and vegan foods if they were cheaper. The change will create price parity between all Lidl plant-based protein products and their animal equivalents, making plant-based foods more accessible to consumers. This is part of a wider strategy by Lidl Belgium to encourage a shift towards sustainable proteins. Additionally, the retailer aims to double sales of plant-based protein products by 2030, and will expand its range to make 20% of protein sources plant-based by 2030. This will involve launching a variety of legumes, seeds, and alternative protein …

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Lidl protein transition event

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Fairs & Events

Lidl Hosts Protein Transition Event, Reports Vegan Sales Increase of Over 30%

Lidl Germany has hosted a protein transition event in Berlin, bringing together 110 representatives from politics, business, science, and society. Participants discussed topics such as what the protein supply of the future will look like, how animal welfare could be improved, and what society expects from food chain actors. Lidl described its strategy of creating price parity between plant-based products and their animal counterparts, noting that sales of vegan products had increased by over 30% since it made the pricing changes. The retailer has also begun placing plant-based products next to animal-based ones to make them easier for consumers to find. Additionally, Lidl is actively working to expand its vegan range, and is transparently disclosing the ratio of plant to animal proteins it sells. The …

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A woman and a child shopping at a supermarket.

© Salling Group

Retail & E-Commerce

Price Parity Trend Continues in Europe: Salling Group and Lidl Hungary & Denmark Announce Drop in Plant-Based Food Prices

Article updated 12th Jan: The price drop has also been carried out by Lidl in Denmark which states, “With the campaign ‘The choice is yours’, Lidl will focus on the vegan range in all Lidl stores in the coming months. Lidl will price-match the prices of vegan private-label products under the Vemondo brand with comparable animal products.” The trend of retailers dropping prices of plant-based products, to reach parity or lower than their animal equivalents, continues in Europe, with Lidl Hungary and Denmark’s Salling Group this week joining the list of retailers helping to promote the adoption of plant-based diets. Last October, Lidl Germany announced a 20% drop in price for its Vemondo plant-based range to reach piece parity with similar animal products. The move was followed by …

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Lidl vegan Christmas dinner

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Retail & E-Commerce

Research Finds Lidl is the Cheapest UK Supermarket to Buy a Vegan Christmas Dinner

Lidl has been found to be the cheapest UK supermarket to buy the ingredients for a vegan Christmas dinner. The costs of nine plant-based Christmas dinner staples were compared — nut roasts, parsnips, roast potatoes, carrots, Brussels sprouts, red cabbage, cranberry sauce, stuffing, and vegan gravy granules — at the UK’s top nine supermarket chains. As reported by Wales Online, Lidl came out on top, with all the ingredients coming to just £8.83. The total also came in at under £10 for four other supermarkets — Morrisons (£9.19), Aldi (£9.42), Asda (£9.55), and Tesco (£9.70). With the use of a Nectar card, the ingredients also cost under £10 at Sainsbury’s, dropping from £10.21 to £9.51. Loyalty cards did not make a difference to the total …

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Lidl exterior courtsy ProVeg

Image courtesy of ProVeg International

Retail & E-Commerce

ProVeg International and Lidl Germany Talk Price Parity, Protein Transitions, and Leading by Example

On October 11, Lidl Germany made the exciting decision to equalise the pricing of products within its own-brand plant-based range, Vemondo, with that of comparative animal-based products. The news sent shockwaves through the European retail sector, with numerous other supermarkets following suit in and out of Germany. Since Lidl Germany’s announcement, Kaufland, Aldi Süd, Penny, and BILLA, have all announced various price initiatives. In its recent New Food Hub video, ProVeg International caught up with Amali Bunter, Head of Sustainability at Lidl Germany to delve into the motivations behind the discount retailer’s decision. Bunter uncovered Lidl’s approach to sustainable diets, how price parity fits into its strategy, and why retailers need to “lead by example”. Read the interview highlights below. ProVeg: Please, can you tell …

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Lidl announces price parity of own brand Vemondo range

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Retail & E-Commerce

Lidl Announces Price Parity of Vegan Products with Animal Based Counterparts

Lidl Germany announces today that almost the entirety of its own-brand vegan range, Vemondo, will be priced equally to products of animal origin, and that these products are to be placed in direct vicinity to their animal counterparts in all of its 3,250+ locations. According to Head of Merchandise Christoph Graf, “With the price adjustment of our Vemondo products, we want to invite customers more to try out the plant-based alternatives – without the price being the decisive criterion.” The news follows Lidl’s sustainability strategy revealed this February whereby the company stated that moving forward it would focus on reducing animal-based products and increasing its plant-based offering. Lidl states that it currently offers up to 650 vegan items including over 100 SKUs in its award-winning Vemondo …

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Better Nature Lidl launch

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Retail & E-Commerce

Better Nature Continues Phenomenal Trajectory With Rollout into 966 Lidl Stores

Better Nature, the UK brand spearheading the rise of Tempeh 2.0, announces a nationwide rollout of its Organic Tempeh, Curry Tempeh Pieces and Mediterranean Tempeh Pieces into all 966 Lidl stores across the country. The retail expansion comes as part of Lidl’s Vegan Week (today 27th July to 2nd August) and marks the brand’s biggest ever product rollout with over 50,000 units shipped. In the past year alone, Better Nature has raised £700K in a seed plus round; secured listings with Holland & Barrett, Selfridges, Gopuff, and allplants; launched a £3M funding round and secured its first UK supermarket listing at Tesco. Better Nature has plans for expansion in the UK and mainland Europe, as well as launching new tempeh lines and focusing on NPD …

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Shopping in a LIDL grocery discount supermarket in the meat aisle

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Retail & E-Commerce

Lidl to Display Plant-Based Alternatives Next to Animal Meat to Entice Meat-Eaters

Lidl Netherlands today reveals plans to display the top four best-selling meat alternatives right alongside the meat products in the refrigerator. The strategy has already been adopted in some markets such as Spain, with the strategic placement aiming to encourage flexitarian customers to opt for plant-based options more frequently. It’s important to note that not all meat substitutes will be positioned alongside the meat initially. The focus will be on vegan ground beef, vegetarian chicken pieces, vegan schnitzels, and veggie burgers. The development follows Lidl’s much-discussed news from February that the German discounter will pursue a plant-forward strategy to 2025, with a focus on reducing the number of animal-based products in its offering and increasing its range of vegetable proteins. Christof Graf, chief buyer for …

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Hemperella Protein Bars

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Retail & E-Commerce

Lidl Introduces Hemp Food Products by hemperella in Poland & Netherlands

This week, a line of hemp-based superfood products called hemperella launches into 1,300 Lidl supermarkets across Poland and the Netherlands. Hemp is becoming an increasingly popular ingredient amongst health-forward consumers around the world, and is championed by Planet Based Foods, which creates hemp-based meat and ice cream; UK based Gaia’s Farming Co, which produces hemp milk as well as a recent hemp and nut butter product; and US plant milk brand JOI, to name a few. Lidl customers in Poland and the Netherlands can purchase hemperella protein bars in three flavors: caramel, chocolate, and cherry, which are vegan and gluten-free, as well as powder for preparing protein drinks in three flavors: strawberry, cookies and cream, and brownie. hemperella’s full product line includes Hemp Flour, Hemp …

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Lidl

©Lidl

Company News

Lidl Announces New Strategy, Expanding Plant-Based and Reducing Animal Products

The German discount supermarket chain Lidl has revealed plans to pursue a more sustainable business strategy to 2025, with a focus on reducing the number of animal-based products in its offering and increasing its range of vegetable proteins. At Green Week, Germany’s largest agricultural trade show, Christof Graf, chief buyer for the 100-billion-turnover retail giant, told the trade magazine Lebensmittelzeitung that he wants to replace more animal proteins with plant-based alternatives. There is no alternative According to Graf, there is “no alternative” to this step; that as a human species, we must live within the boundaries of the planet, and that this can only be achieved with fewer animal products. He says a change is “without alternative because there is no second planet.” Furthermore, Graf …

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Lidl Vemondo Vegan Food Award PETA

© Lidl / PETA

Retail & E-Commerce

Lidl France to Hold Another Veggie Week Promotion From Jan 25th

From tomorrow, 25 January, Lidl is launching its third veggie week in France. The first two veggie weeks took place in France in August 2021 and 2022; this new January edition, coming less than six months after the last one, could therefore be a sign that veggie weeks could be held more frequently. Many products from its vegetarian and vegan brand Vemondo, including pizzas, muffins, ravioli and tortelloni, falafel, tofu, yoghurts, cookies and chocolate will be highlighted on the store’s shelves across the country. In addition to food products, certified vegan products from the brand Exotic Coconut by Cien will also be available.   About Vemondo Vemondo was launched in the spring of 2021 and rolled out in several European markets. In August 2021, the …

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Lidl Vemondo Vegan Food Award PETA

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Company News

Lidl’s Own-Brand Vegan Range Vemondo Wins PETA Vegan Food Award

Update Jan 2024: Following the company’s recognition as Best Vegan Private Label at the PETA Vegan Food Awards in 2022, Vemondo’s Helado Vegano Sabor Cheese-Cake was named one of the world’s ten best vegan ice creams by abillion. International V-Label Awards took place later in the year with the Vemondo range winning the Special Consumers’ Award, and in 2023, the company also took home a V-Label Award for marketing and branding.  In a significant move to promote the adoption of meat alternatives, Lidl Germany dropped the price for Vemondo products in October 2023 by 20%, achieving price parity with their animal-based counterparts. Lidl Germany representatives spoke to the decision at the ProVeg International New Food Hub the following month, stating, “We have taken steps to …

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