Lidl and ProVeg launch startup competition to discover new cheese alternatives

Lidl in Germany has partnered with the ProVeg Incubator to launch a new competition aimed at identifying innovative plant-based cheese alternatives across Europe, the Middle East, and Africa. The initiative reflects the retailer’s goal to offer a more diverse and appealing range of dairy-free products under its Vemondo private label.

The competition is open not only to finished cheese alternatives but also to novel ingredients and processing technologies that could enhance the production of such products. The winning submission will be offered the opportunity to collaborate with Lidl and have their product listed in selected stores across Germany.

The announcement comes amid growing demand for plant-based cheese, which remains a challenging category in terms of consumer satisfaction and product quality. While alternatives to meat and milk have seen significant advances, cheese substitutes still face obstacles in texture, flavor, and meltability. Lidl and ProVeg hope to uncover breakthroughs in this area through collaboration with startups and innovators.

“We are delighted to collaborate with Lidl on this exciting innovation competition,” commented Antje Räuscher, Head of the ProVeg Incubator. “Plant-based cheese remains one of the most dynamic areas for growth and development in the food sector, and this initiative provides an important platform to showcase groundbreaking solutions.”

She added, “This challenge is a unique opportunity for startups to work closely with a major retailer, get their products to a mass market, and contribute to advancing sustainable food options. We look forward to seeing the creativity and innovation that participants will bring to the table.”

The competition offers more than visibility. The winner will gain direct access to Lidl’s large customer base and receive promotional support from both Lidl and ProVeg. In addition to being featured under Lidl’s Vemondo brand, the selected product will benefit from collaboration with Lidl’s team to refine the offering for retail distribution.

Christoph Graf, Head of Purchasing at Lidl in Germany, emphasized the company’s focus on innovation. “We’re looking to hear from applicants who bring something extraordinary to the table – whether it’s a delicious cheese alternative, or an innovative ingredient or technology that can revolutionize the production of cheese alternatives.”

Graf added that Lidl is particularly interested in products that improve upon existing formats. “We are looking for true innovation in categories that show the greatest potential for improvement, with a focus on alternatives to hard cheeses and sliced cheeses, but we are also open to extraordinary alternatives for other types such as spreads, meltable cheeses, aged varieties, and grated cheeses.”

Startups interested in applying must be registered in the EMEA region. For finished products, entries must be approved for sale in Germany, meet all applicable food safety and regulatory standards, and hold valid IFS Higher Level or BRCGS certifications. Products must also be market-ready and suitable for retail distribution.

Applicants proposing new ingredients or processing technologies must demonstrate how their solutions could be integrated into existing manufacturing systems and show potential for scalability. All applications must be submitted by 27 April 2025.

Finalists will be selected on 18 May and invited to pitch to a panel of judges at a tasting event in Bad Wimpfen later in the spring. The panel includes Arne Wiest, Purchasing Director at Lidl; Verena Fein, who oversees Quality and Sustainability at Lidl; Godo Röben, an alternative protein consultant; and Katleen Haefele, Director of Corporate and Institutional Engagement at ProVeg International.

The winning startup will be announced shortly after the live pitch event and will work with Lidl to finalize the product for retail rollout under the Vemondo brand.

Those interested and eligible to apply can submit their applications here