Lidl GB is making shopping healthier and greener with a new logo that helps customers spot products that are good for both their bodies and the planet.
The supermarket is the first discounter in the UK to create a health marker that combines nutritional benefits with environmental sustainability.
The 'Live Well' logo was created with help from the British Nutrition Foundation and WWF, marking products that meet strict health standards while also supporting the Planetary Health Diet – a way of eating that protects both human health and the environment.
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When it launches in stores within six months, shoppers will initially find the logo on more than 100 own-brand items.
The Live Well logo will first appear on fresh fruit and vegetables, whole-grain products, and plant-based protein items.
According to new research from the supermarket, consumers are keen to receive this kind of help, with Lidl and the Planetary Alliance discovering that more than three-quarters of people want better guidance to find healthy products.
While over four in five people say eating healthily matters to them, they struggle to identify the right choices on supermarket shelves.
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The 'Live Well' logo was created with help from the British Nutrition Foundation and WWF
|LIDL
The launch of 'Live Well' forms part of Lidl's wider strategy to boost plant-based food sales by 20 per cent before 2030.
To earn the impressive badge, products must meet several criteria. Food offerings must be low in fat, sugar, and salt, displaying green traffic light labels, as well as being a good source of fibre.
Beyond nutrition, Lidl's Live Well foods consider sustainability. Items must have recyclable packaging where possible, use sustainably sourced ingredients, and meet certifications like LEAF standards.
Lidl GB's Chief Commercial Officer, Richard Bourns, said: "As UK supermarkets, we must go further if we're serious about supporting healthier lives whilst also meeting our net-zero commitments.
'As UK supermarkets, we must go further if we're serious about supporting healthier lives'
| PA"We must broaden our view on health and consider planetary health alongside human health, moving beyond narrow definitions and supporting the wider food system.
"We're proud to be launching our new Live Well logo, building on our industry-leading plant-based food sales commitment announced earlier this year to align with the Planetary Health Diet by 2050.
"We've taken time to get this right – working closely with The British Nutrition Foundation and WWF, to support customers with a clear navigation tool to identify products that support their health and the health of the planet."
Lidl has set an ambitious target of getting 10 per cent of its own-brand food range to meet Live Well standards by 2030.
This commitment supports the supermarket's bigger goal of aligning with the Planetary Health Diet by 2050.
Sophie Bauer from WWF added: "Helping shoppers make choices that are good for them and good for the planet is vital for shifting our food system in the right direction.
"The new Lidl Live Well label is a welcome step in turning ambition into action and clearly communicating what healthier, more sustainable eating can look like in practice."
The British Nutrition Foundation's Chief Executive, Elaine Hindal, commented: "Making the healthy choice the easiest choice is critical to a healthier, more sustainable food environment, and we are proud to work with Lidl towards this goal.
"With over 980 Lidl stores across the UK, this project is an excellent example of a collaboration that can deliver genuine impact towards the Government's new food strategy, and do so at pace and scale."