Lidl invests in own-label plant-based, targeting 25% category sales

Lidl GB is tripling its plant-based range listings with a raft of new SKUs making it onto shelves across the retailer’s estate in the coming weeks.

The discounter claims a 12% increase in plant-based demand over the year, with select stores in its GB territory set to stock new plant-based burgers, sausages, mince and nuggets before a national rollout in January.

Lidl’s plant-based focus

“Meat, poultry and dairy play an important role in our diets, which is why we’re investing heavily in British farming to ensure our suppliers are set up for [our] future growth, and customers have access to the best quality British produce,” said Lidl GB chief commercial officer, Richard Bourns.

“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.”

Lidl’s 28-piece Vemondo Plant! range will include varieties of tofu products, burgers, sausages, mince, nuggets (each priced £1.75-£2.49), as well as dairy-free and vegan ranges including yogurts and cheese.

The launch comes as Lidl GB commits to doubling its plant-based sales over the next 12 months as part of its 2050 net-zero commitment.

“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,” continued Bourns.

Lidl’s new plant-based brand

“With the launch of our new own-label Vemondo Plant! range, and the expansion of our branded offering, we’re making high quality plant-based foods accessible to everyone, ensuring that more customers can afford to make healthy and sustainable choices.”

Lidl also aims to grow its plant-based sales to 25% of total protein sales by 2030, said Compassion in World Farming global director of food business, Dr Tracey Jones.

“Lidl is setting an example in the UK retail sector, and we hope their initiative inspires other supermarkets to consider the impact their business has on planetary health,” she said.