Lidl GB has revealed that demand for plant-based products is continuing to soar after the supermarket experienced double-digit growth in the category over the past year.
Building on strong sales growth, the discounter is more than tripling the number of plant-based products that it offers shoppers, with the newly expanded range set to appear in selected stores from this month, ahead of completing a national roll out by January 2025.
The new Vemondo Plant! own-label range features 28 new items, including multiple varieties of tofu (from £1.75) and burgers (from £1.89). Shoppers can also find meat alternatives such as plant-based sausages (£1.89), mince (£2.49) and nuggets (£1.99), alongside dairy-free and vegan creations like yoghurts and cheese, as well as a selection of deli-style products and ready meals.
With a pledge to ensure that it offers market leading prices for plant-based products, Lidl GB is looking to enhance choice for its customers so that they have more options to suit their dietary requirements. Through the expansion of its plant-based range and increased visibility in store through a dedicated plant-based fixture, along with increased marketing, the discounter is set to increase sales further, with plant-based protein sales (tonnage) accounting for 25% of its total protein sales by 20301 – an industry-leading target that supports the shift towards meeting the EAT Lancet Planetary Health Diet 2050 goals.
Lidl GB is also committing to doubling the proportion of sales of plant-based protein from dairy alternatives in the same period2. These new targets are set to feed into its commitment aimed at achieving Net-Zero by 2050, with the discounter recently revealing new ambitious climate goals by reducing greenhouse gas emissions.
Richard Bourns, chief commercial officer at Lidl GB, commented: “Meat, poultry and dairy play an important role in our diets, which is why we’re investing heavily in British farming to ensure that our suppliers are set up for future growth, and customers have access to the best quality British produce. At the same time, we know that as a society we need to incorporate more plant-based foods into our diets to ensure balance. That’s why we are proudly standing behind the planetary health diet, which is key to achieving a more healthy and sustainable future and supports our Net-Zero ambitions.
“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. 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.”
Its leadership in the protein transition will be recognised tonight with the Bronze Planet Friendly Award from Compassion In World Farming (CIWF) at the Good Farm Animal Welfare Awards, recognising market-leading food companies for policies or commitments that benefit farm animals and the environment.
Dr Tracey Jones, global director of food business, Compassion in World Farming, added: “We congratulate Lidl GB on receiving the Bronze level Planet Friendly Award for their leadership in launching the UK’s first ambitious protein strategy, with the goal of growing its plant-based sales to 25% of its total protein sales come 2030. Lidl is setting an example in the UK retail sector, and we hope their initiative inspires other supermarkets to consider the impact their business has on planetary health.”
Rebecca Tobi, Senior business and investor engagement manager at the Food Foundation said: “Time is running out for the UK to hit Net Zero. To get there we will need to reduce emissions from the food system which will have to include boosting the proportion of plant protein we are eating. Setting targets is a hugely important step, serving as a North star for driving meaningful change in shifting the food on offer so that supermarkets are better supporting both people’s health and the planet. So it’s fantastic to see Lidl GB committing to increase sales of plant protein – becoming the very first UK retailer to both transparently disclose data and have a target for this.”
To ensure households have access to more sustainable choices, Lidl previously announced the start of a new five-year international and strategic partnership with WWF, which is active in 31 countries. This followed Lidl GB becoming the first discount supermarket to sign WWF’s Retailers’ Commitment for Nature – an agreement to work with WWF to halve the environmental impact of UK shopping baskets by 2030.
