Leading the Charge: Lidl Commits to Plant-Based Protein Sales in UK Supermarkets
Lidl GB has made a bold commitment that sets a new benchmark for UK supermarkets: by 2030, it aims to have 25% of its total protein sales come from plant-based sources. This industry-first announcement for UK retailers is part of Lidl’s larger strategy to promote sustainable food options and reduce its environmental impact.
To achieve this ambitious target, Lidl plans to significantly expand its plant-based product range, starting with its own label Vemondo Plant! line. The company will triple the number of plant-based products available in its stores, launching 28 new items this month, including meat substitutes, tofu, ready meals, and dairy alternatives. By January 2025, the full national rollout will be complete, offering customers a wider variety of plant-based alternatives, with products like tofu priced at £1.75 and plant-based burgers at £1.89.
“We’re the first UK retailer to set specific plant-based protein targets”, said Richard Bourns, Chief Commercial Officer at Lidl GB. “We are committed to breaking down key barriers like price, quality, and availability, ensuring that high-quality, affordable plant-based foods are accessible to all customers”.
This move is driven by a 12% rise in demand for plant-based products over the past year, reflecting a growing consumer shift towards healthier and more sustainable food options. To meet this demand, Lidl will increase in-store visibility for its plant-based products by creating dedicated fixtures and ramping up marketing efforts. Additionally, the retailer has committed to doubling its sales of plant-based dairy alternatives, furthering its efforts to offer a wide range of plant-based options that align with its sustainability goals.
Lidl’s initiative aligns with its broader goal of achieving net-zero emissions by 2050. The supermarket chain has placed a strong emphasis on reducing its Scope 3 emissions, which account for the indirect emissions produced by the products it sells, such as meat and dairy. By promoting plant-based alternatives, Lidl aims to significantly cut these emissions and contribute to a more sustainable food system.
The UK’s plant-based food movement has been gaining traction, with other retailers like Tesco also committing to expand their plant-based offerings. However, Lidl’s decision to set clear, measurable targets for overall protein sales positions it as a leader in this shift. Advocacy groups have praised the retailer for taking a proactive approach to environmental sustainability. Emily Armistead, Interim Executive Director of Madre Brava, called Lidl’s plan a “game changer” for the UK food industry, applauding the supermarket for making plant-based eating more accessible to consumers.
We are incredibly excited for this partnership and how we will work together to develop even more sustainable foods!