Lidl GB has revealed it has surpassed its original 2025 target of a 400% increase in meat-free and alternative milk sales, achieving a staggering 694%. This milestone forms part of the retailer’s broader commitment to increasing the proportion of plant-based protein to 25% of total protein sold by 2030, in alignment with the Planetary Health Diet by 2050.

With the Vemondo Plant! range at the forefront, the discounter reveals that sales of plant-based products outperformed meat-style alternatives by almost 20% when comparing the top 3 veggie products to the best-selling meat replacements. Lidl is responding to this market trend by evolving its product mix to better meet the needs of flexitarians, vegans and vegetarians, by offering tailored options that suit all shoppers.

This week Lidl launched more than 20 new own-label products to its Vemondo Plant! range, including multiple varieties of marinated tofu, falafel and tortellini. Shoppers can also find meat-free alternatives such as plant-based meat free mince and burgers, with prices starting from £1.49. Driven by its dedication to plant-based innovation, Lidl is committed to having its entire Vemondo Plant! range certified by The Vegetarian Society.

Amali Bunter, Head of Responsible Sourcing and Ethical Trade at Lidl GB, said:

"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."

“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.”

The success of the range is supported by growing demand for wider plant-based protein categories. Since the start of the year, the discounter has sold over 1,400 tonnes of pulses, seeds and grains2 - cementing its industry leading position in making plant-based products accessible to more shoppers