Lidl GB has become the first UK discounter to introduce a health marker for its own-label products that also incorporates sustainability criteria.
The German grocer‘s new Live Well logo, set to roll out in stores later this year, is designed to help shoppers identify products that are healthy for both people and the planet.
While other supermarket health markers focus solely on nutritional profiles, Lidl said its Live Well logo goes further by aligning products with the Planetary Health Diet, a global framework for diets that promote human health and environmental sustainability.
The initiative builds on Lidl’s existing partnership principles with WWF and has been developed in collaboration with the British Nutrition Foundatio.
Initially, the logo will appear on over 100 Lidl own-label products, including fruit and vegetables, wholegrains, and plant-based proteins. Lidl has committed to ensuring that 10% of its own-label products meet Live Well criteria by 2030.
To carry the Live Well logo, products must meet evidence-based nutrition standards approved by the BNF, including low amounts of fats, saturated fats, sugar, and salt, high or source of fibre, and non-HFSS classification; align with the Planetary Health Diet; include at least one authorised health claim; and meet sustainability requirements such as LEAF certification, verified sustainable sourcing of critical raw materials, and 100% recyclable packaging where possible.
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The launch responds to research commissioned by Lidl and the Planetary Alliance, which found that more than four in five UK consumers consider healthy eating important, yet over three quarters feel they need guidance to identify healthy products.
Lidl GB chief commercial officer Richard Bourns 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.”
WWF head of food transformation Sophie Bauer added: “Helping shoppers make choices that are good for them and good for the planet is vital for shifting our food system in the right direction.
“The new Lidl Live Well label is a welcome step in turning ambition into action and clearly communicating what healthier, more sustainable eating can look like in practice.”
The retailer’s Live Well logo is expected to be available across stores within the next six months, offering customers a simple way to make choices that benefit both their health and the environment.
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