Lidl Belgium unveils beef-minced mix with 40% plant protein to slash emissions without sacrificing taste

Lidl Belgium has launched the country’s first hybrid minced beef product, aiming to help customers cut down on meat without giving up the taste and texture they know. The new product, which blends 60% beef with 40% plant proteins, looks and tastes like traditional minced beef but delivers significant environmental savings, including up to 40% lower carbon dioxide emissions.

The supermarket chain is pitching the new offering as an easy, accessible step toward more sustainable and healthier eating habits in a country where beef remains a staple in home kitchens.

“Minced beef is a fixed value in the Belgian kitchen, and when people think about eating less meat, they often see it as an all-or-nothing choice,” commented Sam Van Lier, Purchasing Manager for Lidl Belgium and Luxembourg. “That’s exactly why we’re particularly proud of this innovation. We want to inspire people in an accessible way to choose a more sustainable alternative. We see that as our responsibility as a retailer.”

Van Lier said it took considerable time to develop the product because Lidl was determined not to compromise on taste. “The result speaks for itself: this minced mix contains less meat, but still tastes like classic minced beef. I even dare to say that true meat lovers will hardly notice the difference,” he said.

The retailer says the launch addresses one of the food industry’s biggest environmental challenges. Beef is widely recognized as among the most resource-intensive foods, both in greenhouse gas emissions and in water and land use. By replacing nearly half the beef with plant-based proteins, Lidl claims the new product requires significantly fewer resources while retaining the familiar culinary experience.

“Small changes on the plate can make a big difference for the climate, biodiversity, and our health,” added Ines Verschaeve, who oversees sustainable procurement policy for Lidl Belgium and Luxembourg. “Customers remain free to choose, but thanks to an ever-larger range of plant proteins, whole grains, and fruit and vegetables, it becomes easier to make more sustainable choices. The new minced mix is a concrete example of that.”

The product also fits with the principles of the “Planetary Health Diet,” a globally recognized dietary framework created in 2019 by 37 leading scientists as part of the EAT-Lancet Commission. The diet recommends reducing animal protein and increasing plant-based foods for the sake of both human health and the environment.

Despite growing interest in sustainability, research suggests Belgians’ eating habits still fall short of health recommendations. Recent data from Sciensano, the Belgian scientific institute of public health, show that only 54 percent of Belgians follow the guidance from the High Health Council to limit red meat consumption to no more than 30 grams per day. Lidl sees its new product as a way to bridge that gap without forcing shoppers to give up familiar flavors and dishes.

From Thursday, June 26, Lidl will start selling two versions of the new minced beef mix. A 400g package of minced beef will retail for €4.49 (about US$4.82), while a 250g burger version will sell for €3.49 (about US$3.75). Both products will initially be available in Lidl stores in West Flanders, East Flanders, Antwerp, Flemish and Walloon Brabant, Hainaut, and Namur.

Van Lier emphasized that Lidl’s decision to introduce the hybrid mince was driven not only by sustainability goals but also by evolving consumer demand. While fully plant-based meat alternatives have gained traction, many shoppers remain hesitant to switch completely, especially when it comes to products central to traditional cooking like minced beef. A blend that maintains the original taste could help overcome that barrier.

“We absolutely wanted to focus on maintaining the taste,” Van Lier said. “For us, that was non-negotiable, because we know how important it is for customers that the product remains delicious and versatile.”

According to Lidl, the new hybrid mince can be used in the same way as traditional minced beef, from classic Bolognese sauces and meatballs to burgers and stuffed vegetables.

The company considers the new product a significant step in its broader sustainability strategy, which aims to make healthier, environmentally friendly options affordable and accessible for a wide range of customers.