Lidl launches ‘Live Well’ logo to signpost healthy products
Lidl GB is adding a new health marker to its own-label products to help customers easily identify products that are healthy when shopping in store.
The Lidl Live Well logo informs shoppers about nutritional profiles and goes a step further with products also needing to align with the Planetary Health Diet, a global diet that is healthy for both people and planet.
Subscribe to TRBDeveloped in collaboration with the British Nutrition Foundation. the logo will be rolled out in stores over the next six months, initially on over 100 Lidl own-label products, including fruit and veg, wholegrain products and plant-based protein products.
It builds on the discounter’s commitment made earlier this year to increase the proportion of plant-based foods sold by 20% by 2030. Through the new logo, Lidl is also committing to 10% of own-label food products meeting the Live Well criteria by 2030.
All products bearing the logo will need to have met evidenced-based nutrition criteria approved by the British Nutrition Foundation. They will also align to the Planetary Health Diet and have at least one specific, authorised health claim. Additionally, products will be required to meet criteria tailored to each category’s nutritional profile.
The Lidl Live Well logo will also highlight products that meet sustainability standards, including LEAF certification, responsibly sourced critical raw materials, and 100% recyclable packaging wherever possible.
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’re 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.”
