We went to do some shopping at Lidl this week to check out their new and extended plant-based range. It’s a bit of a trek for us as Lidl is in the next town over, but it did not disappoint.

Admittedly, the bar was low. We had been to this Lidl a couple of months ago with high expectations and were bitterly disappointed. Germany has a great range of plant-based product and with Lidl being a German supermarket, we had assumed their UK stored would have good stock. Especially because UK supermarkets generally have a better plant-based range than most countries.

A few months ago, Lidl did not have a good plant-based range. But now they do.

At first, you would think it is because it is Veganuary but I think — or rather I hope — this is not the case. It is because this is 2025.

Let me explain my thinking.

Presentation of the plant-based offer

The Lidl we went to had now introduced a new ‘Meat Free’ aisle right next to their existing meat and poulty aisle. This did not exist a couple of months ago. It’s also where we spotted the magical Plant Cordon Blue (more on that later), plant schnitzels, yoghurts, burgers, ham and more.

Importantly, this aisle was in addition to a variety of vegan-labelled products in their extensive ‘limited offers’ aisle. This is where we bought some vegan biscuits and ready pancake mixes, and they also had a large selection of plant-based spreads and even some chocolate muffins!

Lidl’s ‘limited offers’ are exactly what it says on the tin. They are limited availability only. Sure, they might come back later in the year. But it is not guaranteed and you don’t know when. And with this being Veganuary, where supermarkets are notorious for introducing new products just for one month to support the campaign, but then taking it away again.. it is likely the products in this aisle are not here to stay.

This makes me think that the products in the Meat Free aisle are there to stay. Or at least most of them.

Lidl’s corporate ambition

Lidl has recently made headlines with their new corporate ambition to increase sales of their plant-based products to 25% of their total sales of protein by 2030. This comes after they saw a 12% increase in demand for plant-based products in 2024. It also means that starting from January 2025, they are rolling out their Vemondo plant-based range with new products to ALL UK supermarkets.

This makes me think the extended range is here to stay.

Setting targets for the sales of plant-based products, backed up with an extended range of products at more affordable prices, is part of Lidl’s environmental responsibility. Their sustainability policy now includes a section on sustainable diets, which states:

Our goal is to support and empower our customers to eat more sustainably and in doing so, maintain long-term food security. The Planetary Health Diet is the scientific basis for global dietary change. If everyone were to follow a plant-based diet, around 10 billion people could be fed healthy food by 2050 without overburdening the planet.

Interestingly, they also commit to reporting the sales of plant-based protein as a percentage of overall protein on an annual basis. Their reports show that this percentage has been steadily increasing over the three years that they report on — from 14.4% in 2020-21 to 17.6% in 2023-24. Growth is slower for their dairy alternatives, having gone up by just 0.1% between 2022-23 and 2023-24.

What’s next?

Ambitious as it may sound, if Lidl were to truly be ambitious it would follow it’s own growth rate of 12% year-on-year. This would make their target a 39% share of plant-based protein by 2030. Even if taking a more conservative 2% growth rate year-on-year would bring them to over a third of their sold protein products being plant-based by 2030.

But setting targets is not enough. This needs to be backed up by action.

Hopefully, by Lidl having this sustainable diets policy, it will spur other supermarkets into action. A little bit of competition doesn’t hurt.

Lidl has also made the right first step of offering more plant-based products in its own separate aisle which is clearly marked. And on their website they have put the ‘meat free’ product section ahead of the meat section, and have a meat free recipe collection.

They — and other supermarkets — should also take their plant-based range seriously. Offering a new product just for Veganuary isn’t enough. Keep the products available year-round and give them a chance of becoming firm favourites of your customers. Give them prominence in marketing and promotions year-round. Not just at the start of the year.

I bought the Plant Cordon Blue and the Plant Schnitzel this week. I am very excited about them as these are plant products that I haven’t found in other supermarkets in the UK. They are probably more mainland European products than your standard burgers and sausages but equally important meat substitutes for people who are just starting the switch to a plant-based diet. Or who fancy trying something new.

Looking on the Lidl website, these two products are not part of their regular ‘meat free’ range. Let’s hope that changes.

Meanwhile, I will continue to buy these products and try them out. Create new recipes. Turn family-favourite meals plant-based.