Lidl has rolled out a “UK first” change in all its stores with the shoppers urged to look for signs on shelves. The popular supermarket chain has launched a new initiative to promote healthy eating among the customers.
The supermarket has launched Live Well – the first health marker in the UK to also include sustainability as part of its criteria. Live Well will help customers looking to choose healthy products that also deliver Lidl’s commitment to align with the Planetary Health Diet by 2050. Live Well’s nutrition targets have been validated by the British Nutrition Foundation and builds on Lidl’s international partnership principles with WWF.
Richard Bourns, Lidl GB Chief Commercial Officer, said: “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.
“We are proud to be launching our new Live Well logo, building on our industry-leading plant-based food sales commitment announced earlier this year to align with the Planetary Health Diet by 2050. We’ve taken time to get this right – working closely with The British Nutrition Foundation and WWF, to support customers with a clear navigation tool to identify products that support their health and the health of the planet.”
The supermarket giant is also committing to 10% of own-label food products meeting the Live Well criteria by 2030 as research from the discounter reveals over three quarters of shoppers want clearer guidance on making healthier choices.
Elaine Hindal, Chief Executive at The British Nutrition Foundation said: “The British Nutrition Foundation works with a range of partners to promote health and wellbeing and help prevent diet – related ill health through evidence-based nutrition science.
“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.”