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

© Lidl

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

© Lidl Deutschland

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

© Better Nature

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

©Hamik-stock.adobe.com

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

© hemperella

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

© Lidl / PETA

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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Lidl ProVeg

Image courtesy of ProVeg International

Market & Trends

How Lidl Became a “One-Stop-Shop” for Mainstream Consumers Buying Plant-Based 

This article is part of the Vegconomist X ProVeg International New Food Hub article series, which aims to make actionable insights into the plant-based space more readily accessible. ProVeg International has recently published a case study detailing German discount retailer chain Lidl’s expansion of their plant-based product range. The case study touches on the steps taken by Lidl to grow their plant-based range and the key interventions made by ProVeg to help Lidl along the way. Like Lidl, many retailers and manufacturers are turning to private label brands to increase the accessibility of their plant-based products, putting well-known brands under pressure to keep prices competitive. ProVeg and Lidl Germany have been working closely together since 2019. Since then, Lidl has steadily expanded its plant-based product …

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The VGN team

©The VGN

Egg Alternatives

Former Lidl Heads Launch The VGN Plant-Based Egg Alternative 

The VGN is a new German alt egg startup launched by four former managers from international supermarket Lidl. The VGN’s first vegan egg product – The Original, a liquid egg alternative made from broad bean protein – is set to hit shelves across Europe in early April.  “Our goal is to inspire people to eat a plant-based diet with our continuously growing product portfolio of innovative and sustainable items” The four former Lidl managers: Jürgen Achenbach, Martin Hesse, Alexander Wilczek, and Dieter Lamprecht have set up The VGN with the goal of becoming a leading brand for vegan substitute products, with The Original egg alternative just the first product to roll out. The team chose broad bean protein as the key ingredient for its sustainable …

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©Heura

Market & Trends

Sales of Vegan Meat in Spain Rocketed 31% Between 2019 and 2020, Surpassing €86.5M

An article published Monday in La Vanguaria reported that, according to recent data from the consultancy Nielsen, plant-based companies in Spain had a turnover of 86.5 million euros in 2020, an increase of 31% compared to 2019. Spanish brands are beginning to cause a stir and seriously impact the market, such as Heura, whose founders Bernat Añaños and Marc Coloma do not escape the public eye thanks to their passion for the vegan cause, their controversial advertising, and political campaigning. Hello Burger recently launched onto the Spanish market with the Hello Burger, which the company claims is “the first fully plant-based burger made with the lowest number of ingredients in the world (only ten)”. Pizza Chain Papa John’s launched a vegan pizza line called Papa …

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Lidl Vemondo triangles

©Lidl

Products & Launches

Lidl Continues at Forefront of Plant-Based Grocery as it Rolls Out Budget Vegan Range

German supermarket Lidl has launched a new budget vegan range of 17 plant-based products to UK stores. The plant-based range, called Vemondo, including vegan fish fingers, vegan burgers, and dairy-free ice creams, launched yesterday (Aug 5) with prices starting at 99p. The range is also available in Lidl France as well as Lidl Germany. The budget range is a positive step for the plant-based movement as consumers can purchase vegan products for low prices with ice creams for £1.99, burgers for £1.49 and fish fingers for £1.99. In addition to the budget range, Lidl will stock products such as ready meals, vegan gnocchi, tofu, vegan pizza, vegan tortillas, and vegan medaglioni – a medallion shaped pasta stuffed with fillings. The new non-dairy ice cream range …

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Lidl Next Level Spain

© Lidl

Marketing & Media

Lidl Spain Debuts Next Level TV Ad as Spanish Supermarkets Step Up Their Vegan Game

Last year, Lidl launched its own label Next Level Burger into stores across Spain, making it the only Spanish supermarket to produce its own vegan meat. In Spain, Lidl now offers a full range of Next Level products including sausages, beef style burgers, chicken style burgers, ground beef, and chicken fillets. In many stores the products are so popular that they are often sold out. As we reported last month, the annual growth of plant-based food in Spain will be 6.7% and will exceed 521 million euros in 2023, and this progression is most noticeable in the supermarket aisle, where meat alternatives are becoming increasingly prominent. Last year, meat giant Campofrio launched a plantbased burger and Spanish meat processing giant Noel Alimentaria also launched a …

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