Lidl GB is poised to more than triple the number of plant-based products in its stores after seeing a 12% increase in demand over the past year.
From this month, select stores will introduce 28 new items under the discounter’s Vemondo Plant! own-brand. This will include plant-based meat alternatives for burgers, sausages, mince, and nuggets, alongside dairy-free and vegan options for yoghurts, cheese, and ready meals. A full national rollout will be completed by January next year.
Through the expansion of its plant-based range and increased visibility in-store through a dedicated fixture, along with increased marketing, Lidl expects to increase plant-based protein sales (tonnage) to account for 25% of its total protein sales by 2030.
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.”
He added: “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.”
NAM Implications:
- With a 12% increase in demand…
- …who are we to differ?
- i.e. if that’s what the public wants, why not?
- Therefore, why not every Lidl bell & whistle to optimise the opportunity?
