Lidl Netherlands Dives Into Blended Meat, With Plant-Based Proteins Now Costing the Same As Meat & Dairy

Discount retailer Lidl Netherlands has introduced a blended minced meat SKU with pea protein and reduced the prices of its plant-based meat and dairy products. This move is in line with the supermarket's goal to make 60% of all protein sales plant-based by 2030. Lidl has also achieved economic parity for its Vemondo range of plant-based products.

The retailer conducted a successful six-month pilot placing plant-based meat SKUs next to conventional meat in 70 stores, resulting in a 7% increase in sales. Following this success, Lidl has extended this strategy to all of its 440 stores in the Netherlands. By offering plant-based meat and dairy products at the same price as or lower than conventional alternatives, Lidl aims to encourage consumer adoption of plant-based foods and reduce its impact on the environment.