Lidl GB has introduced a health marker to its own-label products. The new Live Well logo is designed to help customers easily identify products that are healthy when shopping in store.

The health marker is claimed to go beyond what other retailers offer, with products aligning with the Planetary Health Diet – a global diet that is healthy for both people and planet, as well as broader sustainability criteria.

“As UK supermarkets we must go further if we’re serious about supporting healthier lives whilst also meeting our net-zero commitments,” said Richard Bourns, Lidl GB Chief Commercial Officer.

“We must broaden our view on health and consider planetary health alongside human health, moving beyond narrow definitions and supporting the wider food system.”

Healthy products

To be associated with the Live Well logo, products will meet evidenced-based nutrition criteria approved by the British Nutrition Foundation. All Live Well products will align to the Planetary Health Diet and have at least one specific, authorised health claim. Additionally, products must also meet criteria tailored to each category’s nutritional profile. This includes:

• Non-HFSS (aligned to FSA’s 2004/05 Nutrient Profiling Model)
• Low amounts of Fats, Saturated Fats, Sugar and Salt (green traffic light labels)
• High in/ source of fibre

In an industry leading move, the Lidl Live Well logo will also feature criteria to ensure products meet sustainability standards such as LEAF certification, critical raw materials verified as from sustainable sources and 100% recyclable packaging where possible.

“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,” Mr Bourne said.

Supporting healthier choices

Set to roll out in stores in the next six months, the logo will initially signpost over 100 Lidl own-label products, including fruit and veg, wholegrain products and plant-based protein products. It builds on the discounter’s industry-leading commitments made earlier this year to increase the proportion of plant-based foods sold by 20% by 2030. With the launch of Live Well, Lidl GB is also committing to 10% of own-label food products meeting the Live Well criteria by 2030.

The launch responds to new research, commissioned by Lidl and the Planeatry Alliance, which found that over 4 in 5 respondents view eating healthily as important but over three quarters said they need guidance to find healthy products.