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 retailers across Europe.
“Price is the main obstacle for people to choose plant-based more often. The move to make plant-based products the same price or cheaper than meat and dairy removes that obstacle,” said Martine van Haperen, Health and Nutrition expert at ProVeg Netherlands.
Influencing the protein ratio
In an attempt to reduce its carbon footprint, Lidl has also announced a new product launch that may prove controversial — blended mince. The product contains 60% beef and 40% pea protein, claiming to generate 37.5% less CO2 than regular mince while being 33% cheaper. The retailer says it is the first in the Netherlands to introduce this type of product.
Lidl has likely been inspired to launch the blended mince after becoming one of 11 Dutch supermarket chains pledging to make 60% of the proteins they sell plant-based by 2030. Currently, just 40% of proteins sold at Dutch retailers are plant-based, and recent figures indicate that supermarkets may not be doing enough to discourage meat consumption.
Lidl previously announced plans to replace more animal proteins with plant-based alternatives in 2023. Opinions are often divided regarding blended meat products, but ProVeg has praised the new launch, arguing that it will appeal to meat eaters who may not be prepared to give up meat entirely.
“Not everyone wants to eat meat substitutes or legumes,” said van Haperen. “By introducing a hybrid product, simply on the meat shelf, [Lidl] really appeals to the carnivore. They don’t even have to change their consumption patterns. This is a valuable addition that really gives Lidl the opportunity to influence the protein ratio.”