Lidl is adding a new marker to its own-label products in the UK, with the aim of helping its customers identify products that are healthier.
In addition to informing shoppers about nutritional profiles, the Live Well logo also aligns products with the Planetary Health Diet, a global framework that promotes both human health and environmental sustainability.
Developed in collaboration with the British Nutrition Foundation (BNF), the logo will be rolled out in Lidl stores over the next six months, initially on over 100 own-label products, including fruit and veg, wholegrain lines, and plant-based protein ranges.
The move builds on the discounter’s commitment made earlier this year to increase the proportion of plant-based foods it sells by 20% by 2030. The launch of the new logo will also see Lidl committing to 10% of its own-label food products meeting the Live Well criteria by 2030.
To carry the Live Well logo, products must meet evidence-based nutrition standards approved by the BNF, including low amounts of saturated fats, sugar, and salt, or being high in fibre. They also need to align with the Planetary Health Diet, including at least one authorised health claim, and meet sustainability requirements such as LEAF certification, verified sustainable sourcing of critical raw materials, and recyclable packaging where possible.
The launch responds to research commissioned by Lidl and the Planetary Alliance, which found that more than four in five consumers in the UK consider healthy eating important, yet over three-quarters feel they need guidance to identify healthy products.
Richard Bourns, Chief Commercial Officer at Lidl GB, commented: “As UK supermarkets, we must go further if we’re serious about supporting healthier lives whilst also meeting our net-zero commitments. We must broaden our view on health and consider planetary health alongside human health, moving beyond narrow definitions and supporting the wider food system.
“We’re proud to be launching our new Live Well logo, building on our industry-leading plant-based food sales commitment announced earlier this year to align with the Planetary Health Diet by 2050.
“We’ve taken time to get this right – working closely with The British Nutrition Foundation and WWF, to support customers with a clear navigation tool to identify products that support their health and the health of the planet.”
WWF head of food transformation Sophie Bauer added: “Helping shoppers make choices that are good for them and good for the planet is vital for shifting our food system in the right direction.
“The new Lidl Live Well label is a welcome step in turning ambition into action and clearly communicating what healthier, more sustainable eating can look like in practice.”
