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Forget cautious targets, Lidl GB has blown past its 400% goal for plant-based sales with a staggering 694% surge since 2020. What’s driving it? Not just the meat-free burgers and sausages, but an appetite for whole-food staples like pulses, grains, tofu, and falafels that outperformed meat substitutes by nearly 20%.

Lidl GB has just moved the supermarket game up a notch. The UK discounter is rolling out a bold new Live Well logo across its private-label shelves, linking everyday groceries to the lofty goals of the Planetary Health Diet by 2050. Think beans, grains, fibre, plant protein and yes, fully recyclable packaging too.

Lidl GB says it will more than triple the number of plant-based products in its stores in response to more demand for sustainable food. This