Lidl GB has surpassed its original 2025 target of a 400% increase in meat-free and alternative milk sales, achieving a 694% uplift. The milestone forms part of the discounter’s broader commitment to increasing the proportion of plant-based protein to 25% of total protein sold in its stores by 2030, in alignment with the ‘Planetary Health Diet’ by 2050.
Driven by its Vemondo Plant own-label range, Lidl revealed that sales of plant-based products outperformed meat-style alternatives by almost 20% when comparing the top 3 veggie products to the best-selling meat replacements. The retailer stated that it was responding to this market trend by evolving its product mix to “better meet the needs of flexitarians, vegans and vegetarians, by offering tailored options that suit all shoppers”.
This week, Lidl added more than 20 new products to its Vemondo Plant range, including multiple varieties of marinated tofu, falafel and tortellini.
Amali Bunter, Head of Responsible Sourcing and Ethical Trade at Lidl GB, said: “Surpassing our 2025 meat-free and milk-alternative sales target marks a significant milestone in our wider healthy and sustainable diets agenda and supports our long-term goal of aligning with the Planetary Health Diet by 2050, a vital lever in the net-zero transition.
“We’re proud to be leading the industry with our protein transition goal of ensuring that plant-based protein sales (by tonnage) account for 25% of our total protein sales by 2030. Alongside this, we are continuing to work closely with our farming partners on the sustainability credentials of our animal-based protein products, providing our customers with a full offering of sustainable choices when they visit our stores.”
