The move will ensure that meat and dairy alternatives cost the same or less than their animal-based equivalents.
The retailer also announced plans to introduce partly plant-based minced meat, consisting of 60% minced beef and 40% pea protein, across the Netherlands.
Half of Dutch citizens eat minced beef every week, with the switch designed to help customers lower their environmental impact. The minced meat mix is now available at all Lidl stores in the Netherlands, with 300g packs priced at €2.29.
Fellow Dutch supermarket chain Jumbo ended all in-store and online promotions on meat products in May of this year, reflecting its ambition for 60% of the proteins it sells to be of plant-based origin by 2030. Lidl has set a similar goal for its Dutch stores.
Supermarket urged to follow suit
Non-profit organisation ProVeg welcomed the announcement, with global CEO Jasmijn de Boo describing Lidl’s decision as a “hugely significant shift” in a major supermarket’s approach to food system change.
“We are delighted that Lidl is choosing to actively promote plant-based foods by both reducing the prices of the products and by creating a blended minced meat that cuts the CO2 of fully minced meat,” de Boo said.
“Much work is being done by supermarkets to encourage the purchase of plant-based food but this move by Lidl in the Netherlands represents a hugely significant shift in the way supermarkets approach food system change.
“Shifting to more plant-based diets is vital if we are to successfully stabilise CO2 emissions and halt habitat and biodiversity loss around the world. Supermarkets play a huge role here and Lidl has shown what can be done to encourage this shift. We urge other supermarket chains to compete with Lidl with their promotion of plant-based foods.”
‘Valuable addition for Lidl’
Martine van Haperen, health and nutrition expert at ProVeg Netherlands, added that Lidl’s decision was important for two distinct reasons.
“Price is the main obstacle for people to choose plant-based more often,” van Haperen explained.
“The move to make plant-based products the same price or cheaper than meat and dairy removes that obstacle. Also, not everyone wants to eat meat substitutes or legumes. By introducing a hybrid product, simply on the meat shelf, they really appeal to the carnivore. They don't even have to change their consumption patterns. This is a valuable addition that really gives Lidl the opportunity to influence the protein ratio."
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