Lidl has launched a new customer-facing health mark signposting products that support a sustainable diet.
The ‘Live Well’ bean logo will be displayed on packaging to highlight food that meets strict nutrition and sustainability criteria developed in partnership with experts and validated by the British Nutrition Foundation.
The discount supermarket chain said supporting sustainable consumption is a key lever for delivering its net-zero transition plan.
By the end of FY2025 the logo will signpost over 100 products in Lidl stores including fruit and veg, wholegrain and plant-based protein products.
The retailer has set a target for 10% of own-label food products to meet the Live Well standard by 2030 and will report annually against its progress. To meet the target it plans to work together with suppliers to embed Live Well criteria into the product development processes.
Lidl has a global partnership with the conservation charity WWF through which it is working towards alignment with the Eat-Lancet Commission’s ‘Planetary health diet’ by 2050. The Commission is due to publish an updated version of the diet later this year.
As a minimum, all products displaying the bean logo must support the principles of the planetary health diet, with nutrition and sustainability criteria then applicable on a category level.
Among the nutrition criteria are that products must be non-HFSS, a source of fibre, include at least one wholegrain ingredient, one plant-based protein ingredient, and one portion of fruit and vegetables per serving. Sustainability criteria overlap with some of the nutrition criteria and also include sourcing standards.
Lidl is seen as a leader among food retailers in supporting the shift to more sustainable diets. A recent report by The Food Foundation comparing supermarket climate commitments found the business is responsible for nearly a quarter of the healthy and sustainable diets targets set in the last 10 years. These include a target to increase the proportion of plant-based foods sold by 20% by 2030.
“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.”
