Lidl GB Adds Pea Protein to Own-Label Mince and Sausages as It Works Toward 2030 Plant Protein Target

Lidl GB has introduced a new High Protein Meat range that includes beef mince, quarter pounders, meatballs, and sausages blended with pea protein. The retailer aims to make plant-based sources 25% of the protein it sells by 2030, aligning with the EAT-Lancet Planetary Health Diet recommendations. The products in the range contain at least 20% more protein than their standard equivalents, with some offering up to 50% more protein.

The company has seen growth in its meat-free and plant-based milk sales and is pushing for other retailers to report similar figures. Lidl GB is pricing the protein-rich products to appeal to shoppers looking to increase their protein intake without breaking the bank. Chief Commercial Officer Richard Bourns tied the range to the retailer's sustainability goals, highlighting the commitment to deliver health, sustainability, and value to consumers through plant-rich diets.