Lidl GB leads the way with fiber and plant-based food targets to support healthier, sustainable diets

Lidl GB has announced a first-of-its-kind fiber strategy in the UK retail sector, setting ambitious goals to increase fiber and wholegrain sales across its entire product range by 2026 and 2030, respectively. The initiative aims to address a significant dietary gap, with only 9% of UK adults meeting the recommended daily fiber intake of 30 grams, according to government data.

The discounter plans to increase total fiber sold by 20% by 2026 and ensure wholegrains account for 25% of its total grain sales by 2030. It is also working with suppliers to reformulate products by incorporating more fiber-rich ingredients, such as lentils, beans, and grains, and introducing new high-fiber options.

"At Lidl, we’re committed to helping customers eat healthier and more sustainably," commented Richard Bourns, Chief Commercial Officer at Lidl GB. "By embedding fiber-boosting targets into our strategy, we’re making it easier and more affordable for households to improve their diets while contributing to a more sustainable food system.”

Lidl’s rewards app, Lidl Plus, will play a crucial role in achieving these goals. Monthly promotions on fiber-rich products, including oats, granola, and wheat biscuits, have already proven successful, nearly doubling sales in recent campaigns.

To further demonstrate its commitment, Lidl has become the first UK retailer to sign the Food and Drink Federation's (FDF) Action on Fibre initiative, which seeks to make high-fiber diets more accessible and appealing to consumers.

In addition to its fiber strategy, Lidl is also focusing on increasing the proportion of plant-based foods it sells by 20% by 2030. This goal aligns with the Planetary Health Diet and is part of Lidl’s adoption of WWF’s 'Planet-Based Diets' methodology. The retailer aims to drive systemic change across all 31 countries in which it operates, ensuring a measurable impact on sustainability and health.

Lidl's plant-based food strategy includes expanding its plant-based protein range, enhancing in-store visibility, and engaging in targeted marketing. The retailer has committed to ensuring that plant-based protein sales account for 25% of its total protein sales by 2030.

In pursuit of healthier and more sustainable food shopping, Lidl has already achieved several milestones. By reformulating products and removing child-focused designs from unhealthy options, the discounter met its target of having 80% of its sales come from healthier products (by tonnage) two years ahead of its 2025 goal.

It is also on track to increase fresh fruit and vegetable sales by 35% by 2026. Lidl has invested in supplier relationships, prioritized British produce, and introduced dedicated fruit and vegetable specialists in all its stores to ensure high-quality offerings.

Lidl’s fiber and plant-based food strategies are part of a broader collaboration with WWF, including a five-year partnership announced in 2024. Sophie Bauer, Head of Food System Transformation at WWF UK, praised Lidl’s efforts. “By aligning with the Planetary Health Diet and adopting the Planet-Based Diets methodology, Lidl is leading the way in helping consumers transition to healthier, more sustainable choices. We hope other retailers will follow Lidl’s example to make these options the affordable and easy choice.”