Lidl (GB) launches new ‘Live Well’ labelling initiative
Lidl GB is launching a healthy ‘Live Well’ initiative designed to help consumers choose healthy and planet-friendly products.
Several other retailers have introduced health markers to inform shoppers about nutrition, but Lidl said it had gone “a step further” to ensure that “Live Well” products also comply with the “Planetary Health Diet”, a global, plant-based nutrition program designed to promote a healthy and sustainable way of eating.
The Lidl Live Well logo has been developed in collaboration with the British Nutrition Foundation (BNF) and builds on Lidl’s partnership with WWF to align with the Planetary Health Diet, said to be an industry-first.
The new labelling roll out in stores within the next six months, it will initially demonstrate on over 100 Lidl own-label products including fruit and vegetables, wholegrain products and plant-based protein products.
This initiative builds on Lidl’s commitment earlier this year to increase the share of plant-based food sales to 20% by 2030. In conjunction with the launch of the Live Well program, the retailer is also committing to ensuring that 10% of its own brand products meet the Live Well criteria by 2030.
Products must also meet criteria tailored to each category’s nutritional profile. This includes non-HFSS, high in/source of fibre, and low amounts of fats, saturated fats, sugar and salt (green traffic light labels).
The Live Well logo will also include criteria to ensure products meet sustainability standards, such as LEAF certification, key raw materials verified as sustainably sourced, and 100% recyclable packaging where possible.
Richard Bourns, Lidl GB’s chief commercial officer, said: “As UK supermarkets we must go further if we’re serious about supporting healthier lives whilst also meeting our net-zero commitments”.
“We must broaden our view on health and consider planetary health alongside human health, moving beyond narrow definitions and supporting the wider food system.”
