UK retailer Lidl GB has surpassed its original target of a 400% increase in own-label meat-free and milk alternative sales in 2025, achieving 694%.

The milestone forms part of the retailer’s broader commitment to increasing the proportion of plant-based protein to 25% of total protein sold by 2030, in alignment with the Planetary Health Diet by 2050.

Lidl revealed that sales of plant-forward products outperformed meat-style alternatives by almost 20% when comparing the top three veg-led products to the best-selling meat replacements.

The retailer is responding to this by evolving its product mix to better meet the needs of flexitarians, vegans and vegetarians, offering tailored options to suit all shoppers. This week, Lidl launched more than 20 new own-label products to its Vemondo Plant range. These include multiple varieties of marinated tofu, falafels and tortellini.

Amali Bunter, head of responsible sourcing and ethical trade at Lidl GB, said: “Surpassing our 2025 meat-free and milk-alternative sales target marks a significant milestone in our wider healthy and sustainable diets agenda and supports our long-term goal of aligning with the Planetary Health Diet by 2050, a vital lever in the net-zero transition”.

In addition to Lidl’s range of plant-based meat alternatives, offered at price points starting from £1.49, the discounter said it has sold over 1,400 tonnes of pulses, seeds and grains since the start of 2025. This aligns with a noticeable shift toward more natural, whole food products and ingredients in recent years as consumers look to reduce consumption of ultra-processed foods.