Healthy and climate-neutral nutrition is becoming increasingly important for consumers.
Now Lidl is also positioning itself with a drastically expanded product segment - and thus increasing the pressure on the competition.
Bad Wimpfen - vegan foods are booming.
Meat-free mince, almond milk and soy schnitzel are now available in every well-stocked supermarket.
There is no end in sight to the trend.
The market is growing rapidly and sometimes produces absurd flowers: Rügenwalder Mühle, market leader in meat alternatives, has been making more sales with vegetarian and vegan products than with classic sausages since summer 2020.
In order to get a decent piece of the vegan cake, almost all supermarkets and discounters position themselves with their own product lines.
Lidl is now bundling vegan minced meat, almond drinks and Co. under its own brand "Vemondo", thus increasing the pressure on the competition enormously.
Lidl's new product family: Vegan, CO2-neutral minced meat in the discounter
The discounter, which recently relocated from Neckarsulm to Bad Wimpfen, has been relying more aggressively on vegan products than other chains for many years and has now expanded its range again in view of the growing trend.
450 products are labeled with a yellow vegan seal, the company announced.
Lidl would like to present itself as a fixed point of contact for vegan products, but primarily secure as much market share as possible.
#Lidl is expanding its vegan range to over 450 products that are marked with the yellow # Vegan seal.
All vegan alternative products are uniform and available under the climate-neutral private label "Vemondo" for quick identification: https://t.co/rFmUDaX6dR pic.twitter.com/34kPEAxjX3
- Lidl in Germany (@lidl) April 19, 2021
An oat barista drink is new on Lidl shelves - throughout Germany.
"Regionally, other vegan products such as stone oven pizza Margherita, soy gurt and gourmet cheese slices for hearty breads complement the range in the branches," explains the discounter and makes a promise: The "Vemondo" products are all climate-neutral.
To do this, the company is offsetting the CO2 emissions during production and transport, according to a press release.
Lidl's new product family: “Greta and Corona Effect” are making vegan products boom
In the future, too, Lidl says it intends to continuously expand its vegan range and further develop the products “in terms of taste, appearance, texture and sustainability”. There is a good reason for this: although vegan substitute products have been booming for a long time, they are currently particularly strong. “After the Greta effect, we are now benefiting from the corona effect. In the pandemic, people want to eat more consciously, ”said Michael Hähnel, CEO of Rügenwalder Mühle,
recently
to
Handelsblatt
.
In addition to Rügenwalder Mühle and Lidl, other providers are also jumping on the trend: Edeka recently presented its vegan brand “Vehappy”. The first products in the line are already being sold. Edeka's range is similar to Lidl's new line: oat drinks, soy-based yoghurt alternatives and other milk alternatives are already available, with vegan burger patties, bratwurst and mince soon to be added.
