Lidl Unveils ‘Live Well’ Label to Steer UK Shoppers Toward Healthier, More Sustainable Choices

Image Credit: Lidl GB

Lidl’s UK arm is launching a new “Live Well” logo to help shoppers easily identify healthier options on the shelves. The logo has been developed in collaboration with the British Nutrition Foundation and is part of Lidl’s broader international partnership with WWF. At its core, the initiative aims to bring Lidl’s products closer in line with the Planetary Health Diet, a framework that balances the needs of both people and the planet by integrating nutrition with sustainability.

Over the next six months, Lidl GB plans to roll out the Live Well logo on more than 100 of its own-label products. Shoppers can expect to see it appear on fruit and vegetables, wholegrain options, and a growing range of plant-based protein foods.

This move builds on a promise Lidl made earlier in the year to boost sales of plant-based foods by 20 percent by 2030. In addition, the retailer has committed to ensuring that at least 10 percent of its own-label products meet the Live Well standards within the same timeframe.

Richard Bourns, chief commercial officer of Lidl GB, 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.”

Sophie Bauer, head of food transformation at WWF, commented, “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.”

Elaine Hindal, chief executive of BNF, added, “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. [...]

“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 scale.”

To qualify for the logo, products must meet evidence-based nutrition criteria reviewed by the British Nutrition Foundation. Each item carrying the logo will not only align with the Planetary Health Diet but will also feature at least one officially recognised health claim.

The criteria extend beyond just nutrition. Each product will also need to meet sustainability benchmarks. These include certifications such as LEAF, verification of raw materials from responsible sources, and packaging that is fully recyclable wherever possible.

The decision to introduce the logo comes after research commissioned by Lidl and the Planetary Alliance. The study highlighted that while more than four in five people see healthy eating as necessary, the majority still feel they need more guidance in identifying healthier products on supermarket shelves.