Lidl exceeds plant-based sales target by 700%

Lidl GB has surpassed its original 2025 target of a 400% increase in sales of meat-free and alternative milk products, achieving growth of 694%. The target is part of the retailer’s wider goal to ensure that 25% of all protein sold by 2030 comes from plant-based sources, which is in line with the Planetary Health Diet framework for 2050.

The discounter’s Vemondo Plant! range continues to drive growth, with plant-based product sales outperforming meat-style alternatives by almost 20% when comparing the top three vegetarian products with the best-selling meat replacements. Lidl is adapting its offer to meet rising demand from flexitarians, vegans, and vegetarians.

The retailer has launched more than 20 new products this week under its Vemondo Plant! label, including marinated tofu, falafel, and tortellini. The range also features items such as plant-based mince and burgers, starting from £1.49 (US$1.97). Lidl aims to have all Vemondo Plant! products certified by The Vegetarian Society.

Amali Bunter, head of responsible sourcing and ethical trade at Lidl GB, says: “Surpassing our 2025 meat-free and milk-alternative sales target marks a significant milestone in our wider healthy and sustainable diets agenda and supports our long-term goal of aligning with the Planetary Health Diet by 2050, a vital lever in the net-zero transition.

“We’re proud to be leading the industry with our protein transition goal of ensuring that plant-based protein sales (by tonnage) account for 25% of our total protein sales by 2030. Alongside this, we are continuing to work closely with our farming partners on the sustainability credentials of our animal-based protein products, providing our customers with a full offering of sustainable choices when they visit our stores.”

According to the company, growth in the category is supported by demand for wider sources of plant-based protein. Since the start of the year, Lidl has sold more than 1,400 tons of pulses, seeds, and grains.