Discounter Lidl has announced its new ‘Live Well’ logo, which aims to highlight healthy products and promote more sustainable diets.
The new logo has been developed in collaboration with the British Nutrition Foundation (BNF) and builds on the Lidl partnership principles with WWF to align with the Planetary Health Diet.
The Planetary Health Diet is a global diet that has a broader sustainability criteria.
The initiative has been designed to flag these specific products to consumers when they are shopping in store.
All Live Well products have to align to the Planetary Health Diet principles and have at least one specific authorised health claim.
Additionally, products must also meet criteria tailored to each category’s nutritional profile, for example this includes low amounts of fats, saturated fats, sugar and salts and be a source of fibre.
Products will also meet evidenced-based nutrition criteria approved by the BNF.
The logo is set to roll out in stores in the next six months and will initially signpost over 100 Lidl own-label products, including fruit and veg, wholegrain products, and plant-based protein products.
Lidl is also committing to 10% of its own-label food products meeting the Live Well criteria by 2030.
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 said: “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 launch comes after new research, commissioned by Lidl and the Planetary Alliance, found that over four in five respondents view eating healthily as important but over three-quarters said they need guidance to find healthy products.
BNF chief executive Elaine Hindal said: “The British Nutrition Foundation works with a range of partners to promote health and wellbeing and help prevent diet − related ill health through evidence-based nutrition science.
“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 over 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.”
The 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.
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