The category grew 12%, prompting the discount retailer expand its range of plant-based meat and dairy alternatives to meet with demand.
Lidl’s newly expanded range will appear in selected stores from this month, ahead of completing a national roll out by January 2025.
Richard Bourns, chief commercial officer at Lidl GB, commented: “Meat, poultry and dairy play an important role in our diets, which is why we’re investing heavily in British farming to ensure that our suppliers are set up for future growth, and customers have access to the best quality British produce.
To ensure balance
“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.
The new Vemondo Plant! own-label range will feature 28 new items, including multiple varieties of tofu and burgers, as well as other meat alternatives such as plant-based sausages, mince and nuggets.
Lidl GB has also committed to doubling the proportion of sales of plant-based protein from dairy alternatives in the same period.
Through the expansion of its plant-based range and increased visibility in store through a dedicated plant-based fixture – along with increased marketing – the discounter is aimed for plant-based to account for 25% of its total protein sales by 2030.
Net-Zero targets
These new targets feed into Lidl’s commitment to achieving Net-Zero by 2050, with the discounter recently revealing new climate goals by reducing greenhouse gas emissions.
“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,” Bourns added.
“Our commitment to sustainable proteins will contribute to significantly reducing our scope 3 CO2 emissions and support a more balanced and sustainable food system for the future.”
Meanwhile, more than 1,000 health professionals have signed a letter calling on NHS hospital trusts to adopt plant-based menus.
