Lidl GB tops plant-based target with 694% sales surge

Lidl GB has surpassed its original 2025 goal for plant-based sales nearly two years early, reporting a 694% rise in sales of its own-label meat-free and alternative milk products. The target, set at a 400% increase, was part of the supermarket’s wider commitment to support more sustainable diets.

The achievement aligns with Lidl’s pledge to boost the share of plant-based protein to 25% of total protein sales by 2030, in step with the Planetary Health Diet framework for 2050. The retailer said the sharp uptake reflects both consumer demand and its own investment in expanding affordable plant-based options.

Amali Bunter, Head of Responsible Sourcing and Ethical Trade at Lidl GB, called the milestone a significant moment in the company’s strategy. “Surpassing our 2025 meat-free and milk-alternative sales target marks a significant milestone in our wider healthy and sustainable diets agenda and supports our long-term goal of aligning with the Planetary Health Diet by 2050, a vital lever in the net-zero transition,” she said.

She added that the company remains focused on its long-term goal. “We’re proud to be leading the industry with our protein transition goal of ensuring that plant-based protein sales (by tonnage) account for 25% of our total protein sales by 2030. Alongside this we are continuing to work closely with our farming partners on the sustainability credentials of our animal-based protein products, providing our customers with a full offering of sustainable choices when they visit our stores.”

Central to the growth has been Lidl’s Vemondo Plant! range, which has been steadily broadened to match evolving customer expectations. The retailer reported that its top three vegetarian products outsold the best-performing meat-style alternatives by nearly 20%, suggesting a shift in preference away from mimic products and toward plant-based foods with their own identity.

To meet that demand, Lidl has just launched more than 20 new products under the Vemondo Plant! label. These include marinated tofu, falafel and tortellini, as well as staples such as meat-free mince and burgers. Prices for the new additions start from £1.49 (US$1.97), maintaining the discounter’s focus on affordability.

The company also confirmed its commitment to having the entire Vemondo Plant! range certified by The Vegetarian Society, part of its strategy to strengthen consumer trust in product standards.

Lidl’s plant-based growth is not limited to direct meat substitutes. The retailer pointed to rising demand across a broader spectrum of protein-rich plant foods. Since January, Lidl has sold more than 1,400 tons of pulses, seeds and grains, reinforcing its approach to make these categories mainstream.

This expansion of choice supports the company’s effort to attract a diverse consumer base, from committed vegans to flexitarians looking to balance their diets. By adapting its product mix to cover both traditional substitutes and wholefood options, Lidl is seeking to remain competitive in a market where expectations are diversifying rapidly.

Price remains a central factor in Lidl’s strategy. As one of the UK’s leading discounters, the retailer has consistently emphasized its role in making sustainable choices available to a wider audience. The company said the new Vemondo Plant! products were priced with accessibility in mind, reflecting its wider commitment to balancing affordability with environmental responsibility.

The strategy also connects to Lidl’s broader sustainability goals, which include engagement with farming partners on improving the environmental footprint of its animal-based supply chains. By addressing both plant-based and conventional categories, Lidl aims to provide a “full offering of sustainable choices,” according to Bunter.

Lidl’s announcement comes at a time of mixed fortunes for the plant-based sector in the UK, where some brands have reported slowed growth and product delistings. In contrast, Lidl’s success suggests that consumer appetite for plant-based food remains strong when affordability and variety are prioritized.

The nearly 700% sales growth marks one of the most ambitious results so far for a UK supermarket in the plant-based category. With its 2030 target in place, Lidl has indicated it will continue investing in innovation, partnerships, and range development to maintain momentum.