Lidl has introduced the Live Well logo to assist customers in easily identifying products that are not only nutritionally balanced but also environmentally friendly.
Developed in partnership with the British Nutrition Foundation (BNF), this label embodies the principles of Lidl’s collaboration with WWF, aligning with the groundbreaking Planetary Health Diet— a first within the food manufacturing industry.
The Live Well marker will begin to appear in stores over the next six months, initially across more than 100 of Lidl’s own-label products. This range will include fruits, vegetables, wholegrains, and plant-based protein items.
With this initiative, Lidl commits to ensuring that by 2030, 10% of its own-label food products will meet the Live Well criteria.
The launch of this health marker is a direct response to recent research commissioned by Lidl and the Planetary Alliance. This study revealed that over 80% of respondents consider healthy eating essential, yet more than three-quarters expressed a need for guidance in finding nutritious food options.
What Does the Live Well Logo Mean?
Products adorned with the Live Well logo must meet a variety of criteria, including evidence-based nutrition standards approved by the BNF; alignment with the Planetary Health Diet; at least one authorized health claim; and tailored nutritional profiles per product category. These criteria include:
- Non-HFSS (aligned to the FSA’s 2004/05 Nutrient Profiling Model)
- Low levels of fats, saturated fats, sugars, and salt (indicated by green traffic light labels)
- High in, or a source of, fiber
Moreover, products bearing the logo must adhere to sustainability standards such as LEAF certification. This includes verified sourcing of critical raw materials and the use of fully recyclable packaging when feasible.
The introduction of the Live Well label reinforces Lidl’s commitment to increasing the proportion of plant-based items in its offerings by 20% by 2030.
Lidl CCO Urges Other Retailers to Follow Suit
In comments regarding the launch, Richard Bourns, Lidl GB Chief Commercial Officer, emphasized that UK supermarkets must take further steps if “we’re serious about supporting healthier lives whilst also meeting our net-zero commitments.”
He further elaborated: “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.”
Elaine Hindal, Chief Executive at the BNF, added: “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.”
