Lidl launches ‘Live Well’ health and sustainability logo

Lidl GB has become the first discount supermarket to introduce a health marker across its own-label products.

The ‘Live Well’ logo, designed to help shoppers identify healthier options in store, will apply to more than 100 items including fruit, vegetables, wholegrains and plant-based proteins. It will begin appearing on shelves within six months.

Unlike existing supermarket health markers, the Lidl scheme requires products to meet additional sustainability standards. These include aligning with the Planetary Health Diet – a global framework for diets that are beneficial for people and the planet – as well as meeting criteria such as recyclable packaging and verified sourcing of raw materials.

Products will also have to meet evidence-based nutrition standards approved by the British Nutrition Foundation (BNF). Requirements include being non-HFSS (high in fat, salt or sugar), low in sugar, salt and saturated fat, and high in fibre.

The initiative builds on Lidl’s commitment to increase sales of plant-based food by 20% by 2030. The retailer has also pledged that 10% of its own-label products will meet Live Well criteria by the same year.

The launch follows research commissioned by Lidl and the Planetary Alliance, which found that more than four in five people consider healthy eating important, but over three quarters said they need clearer guidance.

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.”

Elaine Hindal, chief executive at the British Nutrition Foundation, added: “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 more than 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.”