Lidl Belgium lowers prices of plant-based products

Lidl Belgium has announced an expansion of its range of plant-based protein products, along with a simultaneous price reduction. From May 15th, the prices of these products will be permanently lowered. This move is part of the supermarket chain's ambitious strategy to double the sales of plant-based protein products by 2030.

To make plant-based dietary choices more accessible to all consumers, Lidl will eliminate the price difference between animal and plant proteins. The price reduction responds to a recent study indicating that 42% of Belgians would buy more vegetarian and vegan products if they were cheaper. This price adjustment aims to level the prices for animal and plant-based products.

Expanding the plant-based range

The supermarket chain aims to increase the share of plant-based protein sources to 20% by 2030. This will involve Lidl offering a wider range of legumes, seeds, and vegan alternatives to meat, eggs, and fish. The goal is to enhance the diversity of plant-based products and increase alternative dairy products to 10% of the range.

Setting a new standard

Lidl is a pioneer in using a methodology developed by the WWF to analyse the content of plant and animal proteins in food items. This method provides transparency to customers about what they are purchasing. Promoting a conscious and sustainable lifestyle is a key goal for Lidl, in line with the 'Planetary Health Diet'. This diet focuses on healthy eating that is beneficial for both people and the planet, and could secure a sustainable diet for the global population by 2050.

By taking these steps, Lidl Belgium is actively working to promote sustainable dietary choices and demonstrates its leadership in the food industry.

Lidl.com