Lidl GB is claiming to have become the first supermarket in the UK to introduce a fibre strategy that spans its entire product offering, setting out two targets. By 2026, the discounter plans to increase the tonnage of total fibre sold through its stores by 20%, and by 2030, boost the volume of wholegrains it sells to 25% of total grains.
Lidl noted that only 9% of UK adults currently meet the recommended daily intake of 30g of fibre, with lower-income households consuming even less, highlighting the need for the initiative.
As part of its new targets, the retailer is working with its suppliers to enhance existing recipes by incorporating more plant-based, fibre-rich ingredients like lentils, beans, and grains, whilst reducing fats and sugars. It will also seek to introduce new high-fibre products, boosting nutritional value and “making everyday items healthier”.
As part of its commitment to improving fibre consumption, Lidl became the first retailer to sign up to the Food and Drink Federation (FDF) Action on Fibre initiative to help make higher-fibre diets more appealing for households. It has also used its loyalty app, Lidl Plus, to offer discounts on fibre-rich products. The company noted that recent promotions have nearly doubled sales of fibre-rich products such as wheat biscuits, oats, and granola.
Building on its new fibre focus, Lidl has also become the first retailer to implement WWF’s ‘Planet-Based Diets’ methodology internationally across all 31 countries in which it operates. The WWF methodology will be used to measure and report on its product assortments and sales as it seeks to offer shoppers healthier and more environmentally conscious products.
To align with the Planetary Health Diet by 2050, Lidl has committed to increasing the proportion of plant-based foods sold in its stores, including plant-based protein sources, wholegrains, fruits, and vegetables, by 20% by 2030.
Richard Bourns, Chief Commercial Officer at Lidl GB, said: “As the first UK retailer to align its strategy with the science of the Planetary Health Diet, Lidl is committed to supporting healthy and sustainable diets and setting ambitious targets to ensure our food is good for both people and the planet. We stand firmly behind the need for sustainable consumption as part of the net-zero transition and are committed to offering our customers an ever-expanding range of healthy, sustainable products at affordable prices.
“With WWF as an experienced partner by our side, we aim to make a greater impact on transforming the global food system – and hope that other supermarkets will follow suit.”
