Lidl has announced plans to increase the proportion of plant-based food by 20 per cent by 2030.

As part of the move, the discounter said it will introduce a fibre strategy spanning its entire product offering.

By 2026, Lidl said it will increase the tonnage of total fibre sold by 20 per cent and boost the volume of wholegrains it sells to 25 per cent of total grains by 2030.

Lidl said almost a quarter of shoppers are actively seeking high-fibre products.
It quoted research from the National Diet and Nutrition Survey, which found that just nine per cent of UK adults meet the recommended intake of 30g of fibre.

As part of its new targets, Lidl said it is working with suppliers to enhance existing recipes by incorporating more plant-based, fibre-rich ingredients like lentils, beans, and grains.

It will also offer monthly promotions on its rewards app, with recent promotions of fibre-rich products nearly doubling as a result.

Additionally, Lidl announced that it has become the first retailer to apply the World Wide Fund for Nature’s (WWF) planet-based diets methodology across all 31 markets it serves.

The methodology will be used to measure and report on its product assortments and sales as it aims to offer customers more environmentally conscious products such as vegetables and plant-based proteins.

“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,” said Richard Bourns, chief commercial officer at Lidl GB. “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.”

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