Lidl to expand plant-based range as shoppers cut down on meat

Lidl is expanding it’s plant-based range as it looks to meet the demands of vegan customers, putting a focus on the supermarkets long-term sustainability.

According to a new YouGov report, 42% of Lidl’s British customers agree with the statement that they are “open to substituting meat/dairy products with plant-based alternatives.”

The German discounter is aiming to increase its plant-based range ‘through 2025 and beyond’. Currently, Lidl’s own plant-based lineup, ‘Vemendo’, has increased to more than 50 private label products since its launch two years ago.

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Furthermore, the YouGov survey found that 40% of Lidl’s current consumers agree with the statement that they are “actively trying to reduce [their] meat consumption”.

However, 49% of Lidl’s current customers and an equal proportion of the general British population disagree with the statement.

The retailer also intends to publish a sustainability report later this year, with a focus on “key differences between animal and plant-based foods.”

Lidl corporate engagement director, Stephanie Jaczniakowska-McGirr said: “Lidl has taken a bold and necessary step to help consumers transition to a more plant-based diet.

“We urge other retailers to follow in the footsteps of Lidl and actively increase their plant-based offerings to support the growing number of people following flexitarian, vegetarian and vegan diets,” she added.

As part of its ongoing sustainability efforts, Lidl has became the first discount supermarket to partner with WWF this week, in a bid to halve the environmental impact of the average UK shopping basket by 2030.



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