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Image Credit: Lidl
Lidl is stepping up its sustainability efforts with a commitment to increase the proportion of plant-based foods it sells by 20% by 2030. This initiative is part of a broader strategy to promote healthier and environmentally friendly shopping habits across the 31 countries where Lidl operates.
As the first UK supermarket to adopt the WWF’s Planet-Based Diets methodology, Lidl aims to align its product offerings with global sustainability goals. The framework focuses on expanding the availability of plant-based proteins (e.g., beans, pulses, and vegetables) and wholegrains to create a healthier and more eco-friendly product assortment.
Lidl strives for plant-based proteins to make up 25% of total protein sales by 2030. This initiative includes expanding its plant-based range while improving the quality and sourcing of fresh produce, particularly British-grown fruits and vegetables. The retailer has set an additional goal of increasing fresh fruit and vegetable sales by 35% by 2026, supported by:
Weekly discounts on select fruit and vegetable lines.
Fruit and vegetable specialists in stores to ensure quality.
Lidl is also addressing fibre deficiency in UK diets. By 2026, it aims to boost the tonnage of fibre sold by 20% and ensure wholegrains account for 25% of all grains sold by 2030. Recognizing that only 9% of UK adults meet the recommended daily intake of 30g of fibre, Lidl is working to make high-fibre foods more accessible. Efforts include:
Reformulating products to include more fibre-rich ingredients like lentils, beans, and whole grains.
Reducing fats and sugars in recipes.
Introducing new high-fibre products and running monthly promotions on items like oats and granola through the Lidl Plus rewards app.
Joining the Food and Drink Federation’s Action on Fibre initiative to encourage healthier diets across the UK.
Lidl’s commitment to sustainability is reflected in its achievement of ensuring 80% of sales come from healthier products—a target originally set for 2025 but reached ahead of schedule in 2023.
Building on its partnership with WWF, announced in March 2023, Lidl aims to halve the environmental impact of UK shopping baskets by 2030. This partnership reinforces Lidl’s dedication to transforming its supply chain to meet sustainability goals.
Lidl GB’s chief commercial officer, Richard Bourns, said: “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.”
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