Lidl Great Britain is tripling the number of plant-based options it offers to consumers, with a newly expanded own label range appearing in selected stores from this month (October 2024) before a national roll-out in January 2025.

Lidl’s revamped Vemondo Plant! range features 28 new items, including multiple varieties of tofu, burgers, sausages, mince and nuggets, as well as a range of dairy-free yogurts and cheese, deli-stye products and ready meals.

The expansion of the range comes alongside increased visibility in-store through a dedicated plant-based fixture and increased marketing, moves the retailer has made as part of its target for plant-based protein to account for 25% of its total protein sales in the UK by 2030. Lidl GB said it has seen a 12% increase in demand for its plant-based products in stores over the past year.

Richard Bourns, chief commercial officer at Lidl GB, commented: “We’re the first UK retailer to set specific plant-based protein targets and are committed to breaking down key barriers that currently exist within the category, like price, quality, and availability”.

“With the launch of our new own-label Vemondo Plant! range, and the expansion of our branded offering, all at market-leading prices, we’re making high quality plant-based foods accessible to everyone, ensuring that more customers can afford to make healthy and sustainable choices.”

Lidl has introduced several initiatives across Europe in the last year aiming to increase sales of its plant-based products as part of its wider sustainability strategy.

In the Netherlands, the retailer announced last month that it would permanently lower the prices of its plant-based meat and dairy subtitutes, making them equal to or cheaper than their animal-derived counterparts. This followed similar initiatives in Belgium and Germany.

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