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Lidl GB and Its Plant-Based Surge With 694% Growth and Counting

Lidl GB Plant-Based surge

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%.


Shoppers are voting with their baskets, and Lidl is responding by adding 20+ new Vemondo Plant! lines, from vegan tortellini to marinated tofu, all starting at just £1.49. Accessibility is the hook, affordability the clincher. This isn’t just flexitarian dabbling, this is mass-market penetration.


With its new “Live Well” logo guiding consumers toward healthier, sustainable options, Lidl is betting on long-term credibility. By 2030, the discounter wants a quarter of its protein sales to be plant-based, doubling its non-dairy range along the way. That’s a structural shift in supermarket protein strategy and a clear signal for competitors.



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