Supermarket chain Lidl’s UK business is set to introduce a new label to its own-brand products, designed to help shoppers more easily select items based on both health and sustainability benefits.
Dubbed ‘Live Well’, the move will involve a logo appearing on product packaging aimed at helping customers easily identify products that can be described as healthy for humans and which align with the ‘Planetary Health Diet’ detailed by The EAT Lancet Commission.
The Lidl Live Well logo has been developed in collaboration with the British Nutrition Foundation (BNF) and builds on the Lidl partnership principles established alongside environmental not-for-profit organisation WWF. The retailer is describing this as “a first in the industry” and a move that will allow shoppers “to make more holistic choices”.
Initially, the signposting will appear on circa 100 Lidl own-label products, including fruit and veg, wholegrain products and plant-based protein products. Lidl is also committing to 10% of its own-label food products meeting the Live Well criteria by 2030.
To be associated with the Live Well logo, products will need to meet evidenced-based nutrition criteria approved by the BNF. Lidl said all Live Well products will align to the Planetary Health Diet and have at least one specific, authorised health claim.
From a sustainability perspective, the labels will include information about LEAF certification, critical raw materials verified as from sustainable sources, and if the products’ packaging is 100% recyclable.
Richard Bourns, Lidl GB chief commercial officer, commented: “As UK supermarkets we must go further if we’re serious about supporting healthier lives whilst also meeting our net-zero commitments.
“We must broaden our view on health and consider planetary health alongside human health, moving beyond narrow definitions and supporting the wider food system.”
He added: “We’ve taken time to get this right – working closely with the BNF and WWF, to support customers with a clear navigation tool to identify products that support their health and the health of the planet.”
Elaine Hindal, CEO of the BNF, said: “Making the healthy choice the easiest choice is critical to a healthier, more sustainable food environment, and we are proud to work with Lidl towards this goal.
“With over 980 Lidl stores across the UK, this project is an excellent example of a collaboration that can deliver genuine impact towards the government’s new food strategy, and do so at pace and at scale.”
Lidl emphasised “this isn’t just a new logo” but part of the company’s long-term commitment to align with the Planetary Health Diet by 2050 – and to help shoppers make positive choices when in store.
[image credit: Lidl GB]
