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!, the range will feature 28 new items, including meat alternatives, tofu, ready meals, dairy alternatives, and deli products. The new products will be affordably priced, with tofu costing £1.75 and burgers priced at £1.89.

© Lidl

“Breaking down key barriers”

Lidl says it has seen soaring demand for plant-based products over the past year, with double-digit growth (12%) in the category. To increase sales even further, the retailer will boost marketing efforts and give its plant-based range improved visibility through a dedicated plant-based fixture in-store.

“We’re the first UK retailer to set specific plant-based protein targets and are committed to breaking down key barriers that currently exist within the category, like price, quality, and availability,” said Richard Bourns, Chief Commercial Officer at Lidl GB.

“With the launch of our new own-label Vemondo Plant! range, and the expansion of our branded offering, all at market-leading prices, we’re making high-quality plant-based foods accessible to everyone, ensuring that more customers can afford to make healthy and sustainable choices. Our commitment to sustainable proteins will contribute to significantly reducing our scope 3 CO2 emissions and support a more balanced and sustainable food system for the future.”

© Lidl

“This is a game changer”

In mainland Europe, it has become increasingly common for supermarkets to set plant-based protein targets. For example, 11 Dutch retailers have committed to selling 60% plant-based proteins by 2030, in line with goals set out by animal welfare organization Wakker Dier. Progress has so far been slow in the UK, though Tesco previously committed to a 300% increase in meat alternative sales by 2025 and agreed to publish its plant-based protein sales as a percentage of overall protein sales.

Advocacy organisation Madre Brava has welcomed the news from Lidl GB.

“Make no mistake, this is a game changer,” said Emily Armistead, Interim Executive Director at Madre Brava. “We applaud Lidl for being the first supermarket in the UK to take this bold but essential step towards a more sustainable, healthy food offering. We can legitimately call Lidl GB a pioneer in this country and it is notable that a discounter is publicly leading the way. All eyes will be on which supermarket will be the next to take the opportunity to offer more healthy, sustainable food.”

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