Lidl headquarters in Neckarsulm
Photo: Christoph Schmidt / dpa
Only three weeks ago, Lidl announced that it wanted to take children's health more into account: it wanted to significantly reduce advertising for unhealthy sweets.
Now follows another definition with which the retail giant wants to move away from its discounter image.
At the "Green Week" in Berlin, Christoph Graf, chief buyer for the German market, said that Lidl wanted to significantly reduce the proportion of animal products in the range.
This is reported by the "Lebensmittelzeitung".
Accordingly, Graf considers this step to be “no alternative” because “there is no second planet”.
It is important to feed yourself in a way that respects the planetary limits and has enough resources for ten billion people.
This can only succeed if the proportion of meat consumed decreases.
It was important for him to point out that he didn't want to dictate a lifestyle to his customers.
Rather, he would like to "motivate" them, among other things with corresponding theme weeks in the supermarkets of the chain.
As early as this year, the percentage distribution of animal and vegetable proteins in the Lidl range is to be published in the chain's sustainability report, and from 2025 further plant-based products are to be added to the range.
Lidl is not just about more responsible consumption, but also about improving its image: "I think that the younger generation is happy when we deal with the topic," quotes the "Lebensmittelzeitung".
Although he does not expect an immediate jump in sales, customers are likely to perceive the changed range as a "differentiating feature".
Is the competition pulling along?
On the other hand, he hopes that the competition will also move in this direction, so that something changes in the market in general.
Arch competitor Aldi already likes to boast of its large organic range, which, however, includes meat.
Christiane Huxdorff, agricultural expert at Greenpeace, welcomes the move: "Lidl has recognized the signs of the times and is now really taking responsibility for the products that are sold in their shops." The cultivation of plant-based foods is much more climate-friendly, requires less agricultural land and is a burden the environment less than the production of meat and milk.
Huxdorff took the opportunity to call for supportive steps by politicians: "If fruit and vegetables were exempt from VAT, a diet with fewer animal products would also have a positive impact on the wallet."