Lidl GB has taken the lead as the first discounter to roll out a health marker across its own-brand range.
Created to guide customers towards smarter choices, the Lidl Live Well logo marks products that support both balanced nutrition and sustainability.
In collaboration with the British Nutrition Foundation (BNF) and building on its WWF partnership principles, Lidl has developed the label to align with the Planetary Health Diet – a pioneering step for the industry.
Over the next six months, customers will start to see the Live Well marker in stores, with its first rollout spanning over 100 Lidl own-label products, such as fresh fruit and vegetables, wholegrain options, and plant-based protein lines.
With the launch, Lidl has pledged that by 2030, 10% of its own-label food products will meet the Live Well criteria.
The launch of the health marker follows research commissioned by Lidl and the Planetary Alliance, which revealed that while more than four in five people consider healthy eating important, over three quarters feel they need guidance in identifying healthier products.