Lidl is introducing a new label to its own brand products to help customers easily identify healthy items in store that also align to more sustainable diets.

While other retailers in the market include health markers on their products to inform shoppers about nutritional profiles, Lidl said the new logo goes a step further to highlight items that align with the Planetary Health Diet, a global diet that fits sustainability criteria whilst being healthy.

The company claims it is the first discounter to introduce the health logo, called Live Well.

The Lidl Live Well logo has been developed in collaboration with the British Nutrition Foundation (BNF). It also builds on partnership principles with the WWF to meet the requirements of the Planetary Health Diet.

Set to roll out in stores over the next six months, Lidl said the logo will initially signpost over 100 Lidl own-label products, including fruit and veg, wholegrain products & plant-based protein products.

Lidl added that the new labelling builds on commitments made earlier this year to increase the proportion of plant-based foods sold by 20 per cent by the year 2030.

With the launch of Live Well, Lidl said is also committing to 10 per cent of own-label food products meeting the Live Well criteria by 2030.

To be associated with the Live Well logo, products will need to meet evidenced-based nutrition criteria approved by the BNF, such as low amounts of fats and high in fibre.

Lidl added that the logo will also feature criteria to ensure products meet sustainability standards such as LEAF certification, which verifies critical raw materials from sustainable sources and 100 per cent recyclable packaging where possible.

According to research Lidl commissioned in partnership with the Planetary Alliance, while over four in five people view healthy eating as important, more than three quarters said they need guidance to find healthy products.

“As UK supermarkets we must go further if we’re serious about supporting healthier lives whilst also meeting our net-zero commitments,” said Richard Bourns, Lidl GB chief commercial officer. “We must broaden our view on health and consider planetary health alongside human health, moving beyond narrow definitions and supporting the wider food system.”

In March, Lidl announced it will invest £500,000 over the next two years to help children in the UK develop a love of healthy eating.

Lidl Foodies will provide interactive workshops on fruit and vegetables, with an aim of reaching a quarter of a million primary school children in the first year.

Since launching in October 2024, Lidl Foodies has reached around 130,000 pupils across more than 1,000 schools, over half of which are in deprived areas.

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