Recipes
Lidl is changing the recipes of some of its biggest-selling items in a bid to help the nation boost one key missing nutrient. The UK supermarket is working with suppliers to ensure its products incorporate more plant-based, fibre-rich ingredients like lentils, beans, and grains, whilst reducing fats and sugars
Lidl has announced a fibre strategy that spans its entire product offering’ It plans to increase the tonnage of total fibre sold by 20% and boost the volume of wholegrains it sells to 25%.
Currently, only 9% of UK adults meet the recommended daily intake of 30g of fibre, with lower-income households consuming even less. As well as changing recipes, Lidl will also seek to introduce new high-fibre products.
Lidl became the first retailer to sign up to the Food and Drink Federation (FDF) Action on Fibre initiative to help make higher-fibre diets more appealing. It has also turned to its rewards app, Lidl Plus, to offer monthly promotions on these products, making a fibre-rich diet more accessible and affordable. Recent promotions have nearly doubled sales of fibre-rich products such as wheat biscuits, oats, and granola.
Richard Bourns, Chief Commercial Officer at Lidl GB, said: “Lidl is committed to supporting healthy and sustainable diets and setting ambitious targets to ensure our food is good for both people and the planet. We stand firmly behind the need for sustainable consumption as part of the net-zero transition and are committed to offering our customers an ever-expanding range of healthy, sustainable products at affordable prices.”
Sophie Bauer, Head of Food System Transformation at WWF UK, added: “Adopting healthier, more sustainable diets is a crucial step in transforming the food system, which is the number one driver of wildlife and nature loss. By setting public targets focused on increasing plant-based choices, Lidl is helping to support both human and planetary health. We hope this inspires other retailers to follow suit to make healthy, sustainable foods the easy and affordable choice.”
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