The Dutch Lidl has also announced that it is the first supermarket to introduce partly plant-based minced meat, consisting of 60% minced beef and 40% pea protein, to motivate customers to lower their environmental impact.
Jasmijn de Boo, global chief executive of ProVeg, said: “We are delighted that Lidl is choosing to actively promote plant-based foods by both reducing the prices of the products and by creating a blended minced meat that cuts the CO2 of fully minced meat. Much work is being done by supermarkets to encourage the purchase of plant-based food but this move by Lidl in the Netherlands represents a hugely significant shift in the way supermarkets approach food system change.
“Shifting to more plant-based diets is vital if we are to successfully stabilise CO2 emissions and halt habitat and biodiversity loss around the world. Supermarkets play a huge role here and Lidl has shown what can be done to encourage this shift. We urge other supermarket chains to compete with Lidl with their promotion of plant-based foods.”