Lidl GB has launched a new 'Live Well' labelling scheme across its own-brand products, allowing customers to pick out products that are healthy for people and the planet too.
A number of other stores have launched health markers letting consumers know about nutrition, but Lidl added that it has gone 'one step further' to make sure Live Well products also meet the Planetary Health Diet – a worldwide plant-centered diet model created to encourage a healthy, sustainable approach to eating.
The Lidl Live Well brand has been created in partnership with the British Nutrition Foundation (BNF) and extends Lidl's collaboration with WWF to become consistent with the Planetary Health Diet, which is claimed to be an industry first.
Rolling out in stores in the next six months, the logo will first highlight more than 100 Lidl own-label lines, including fruit and vegetables, wholegrains, and plant-based protein products.
According to Coherent Market Insights, the functional food industry will grow at a 6.9% CAGR between 2025 and 2032. The market will be USD 233.37 Bn in 2025 and will be around USD 372.3 Bn in 2032. The size of the market is driven by rising disposable income and shifting consumer demand towards healthy and natural food.
The move follows Lidl's earlier this year commitment to grow the proportion of plant-based products it sells by 20% by 2030. In addition to launching Live Well, the retailer is also pledging 10% of its own-brand products to meet the Live Well standards by 2030.
To be endorsed by the Live Well logo, products will satisfy evidence-based nutritional standards approved by the BNF. All Live Well products will boast at least one specific, authorised health claim alongside adhering to the Planetary Health Diet.
Products also have to satisfy criteria specific to each category's nutritional profile. These are non-HFSS, high in/source of fibre, and low levels of fats, saturated fats, sugar, and salt (green traffic light labels).
The Live Well logo will also include criteria to guarantee products satisfy sustainability criteria like LEAF certification, critical raw materials confirmed to be from sustainable sources, and 100% recyclable packaging wherever possible.
It follows new research, conducted for Lidl and the Planetary Alliance, which revealed that more than four in five customers consider eating healthily to be important, but more than three quarters indicated that they require help to locate healthy products.
Lidl GB's chief commercial officer, Richard Bourns, stated: "As UK supermarkets, we need to do more if we are committed to enabling healthier lives alongside fulfilling our net-zero ambitions."
“We must broaden our view on health and consider planetary health alongside human health, moving beyond narrow definitions and supporting the wider food system.”
Source:
Ecommerce PLatform: FOODBEV MEDIA Ltd.
Company: Lidl GB