Lidl GB has made waves by becoming the first retailer to unveil an ambitious fibre strategy that spans its entire product range. The plan sets out two bold targets: by 2026, Lidl aims to boost the tonnage of total fibre sold by 20%, and by 2030, it’s determined to elevate the volume of wholegrains to 25% of its total grain offering.
With nearly a quarter (23%) of shoppers actively hunting for high-fibre products for their weekly shop, this initiative promises to make it easier and more affordable for customers to enhance their diets. Currently, only 9% of UK adults hit the recommended daily intake of 30g of fibre, with lower-income households falling even further behind – a stark reminder of why this strategy is so necessary.
Lidl is working closely with suppliers to reformulate recipes, packing them with more plant-based, fibre-rich ingredients such as lentils, beans, and grains, while skilfully reducing fats and sugars. It’s also on the lookout to introduce exciting new high-fibre products that not only improve nutritional value but also make everyday staples healthier.
In a groundbreaking move, Lidl became the first retailer to sign up to the Food and Drink Federation (FDF) Action on Fibre initiative, demonstrating its unwavering commitment to boosting fibre consumption nationwide. By leveraging its Lidl Plus rewards app, the retailer is offering monthly promotions on these healthful products, making a fibre-rich diet accessible and affordable. The result? Recent promotions have nearly doubled sales of fibre-rich favourites like wheat biscuits, oats, and granola, proving the popularity and effectiveness of these measures.
Not stopping at fibre, Lidl has taken a giant leap towards a plant-based future in partnership with WWF. It proudly stands as the first retailer to implement WWF’s “Planet-Based Diets” methodology across all 31 countries in which it operates. This trailblazing move is set to drive significant change on a global scale. The methodology will guide Lidl in measuring and reporting on its product assortments and sales, seeking the best routes to offer customers healthier, more environmentally friendly choices – from vegetables and wholegrains to plant-based proteins like beans and pulses.
Looking further ahead, Lidl is aligning itself with the Planetary Health Diet by 2050 with an overarching commitment to increase plant-based sales. The goal is to lift the proportion of plant-based foods sold – including protein sources, wholegrains, fruits, and vegetables – by 20% by 2030, making it a first-to-market commitment.
To support these lofty ambitions, Lidl has set additional targets geared towards healthier and more sustainable shopping choices. It has already surpassed its goal of ensuring at least 80% of its sales come from healthy or healthier products by 2025, ahead of schedule, by reformulating products, ditching designs that appeal to children on less healthy items, and offering nutritious recipe ideas on its website.
Additionally, Lidl is on track to support a 35% increase in fresh fruit and vegetable sales by 2026. By working with suppliers to improve quality and freshness, prioritising British produce and local sourcing, and offering weekly discounts on six fruit and veg lines, Lidl is making fresh produce more appealing. In-store fruit and veg specialists across its stores ensure customers can find the very best quality.
As announced last October, Lidl is expanding its plant-based range, boosting visibility in stores, and increasing marketing efforts to ensure plant-based protein sales account for 25% of its total protein sales by 2030.
Richard Bourns, chief commercial officer at Lidl GB, said: “As the first UK retailer to align its strategy with the science of the Planetary Health Diet, Lidl is committed to supporting healthy and sustainable diets and setting ambitious targets to ensure our food is good for both people and the planet. 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. With WWF as an experienced partner by our side, we aim to make a greater impact on transforming the global food system—and hope that other supermarkets will follow suit.”
Sophie Bauer, Head of Food System Transformation at WWF UK, added: “We welcome Lidl’s alignment with the Planetary Health Diet and the use of the WWF Planet-Based Diets Retailer Methodology. Adopting healthier, more sustainable diets is a crucial step in transforming the food system, which is the number one driver of wildlife and nature loss. By setting public targets focused on increasing plant-based choices, Lidl is helping to support both human and planetary health. We hope this inspires other retailers to follow suit to make healthy, sustainable foods the easy and affordable choice.”
This inspiring update follows Lidl’s announcement of a new five-year international and strategic partnership with WWF in June 2024 across 31 countries. In 2023, Lidl GB became the first discount supermarket – and only the sixth UK retailer – to sign WWF’s Retailers’ Commitment for Nature, an ambitious pledge to work with WWF to halve the environmental impact of UK shopping baskets by 2030.
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