Lidl to launch ‘Live Well’ logo linking health and sustainability

By: Trademagazin editor Date: 2025. 08. 22. 09:12

Lidl GB is set to become the first UK discounter to introduce a health label on its own-label range that also incorporates sustainability criteria.

Rolling out later this year, the discounter said its new Live Well logo is designed to make it easier for shoppers to identify products that are healthy for both people and the planet.

The retailer said that, unlike existing supermarket health markers, Lidl’s label goes beyond nutrition alone, aligning with the Planetary Health Diet, which is a global framework that combines human health and environmental sustainability.

It is understood the logo will initially appear on over 100 products across stores nationwide within the next six months, including fruit and veg, wholegrains and plant-based proteins, with Lidl pledging to have 10% of its own-label lines meeting Live Well criteria by 2030.

However, to qualify, products must meet British Nutrition Foundation-approved nutrition standards, carry at least one authorised health claim, and meet sustainability requirements such as LEAF certification, responsible sourcing of key raw materials, and recyclable packaging.

The move comes as new research from Lidl and the Planetary Alliance found that while more than 80% of UK shoppers value healthy eating, over three-quarters say they need clearer guidance in identifying healthy products.

Lidl GB chief commercial officer Richard Bourns said the new label was part of the grocer’s efforts to “move beyond narrow definitions of health” and support customers in making choices that align with both net zero targets and personal wellbeing.

“As UK supermarkets we must go further if we’re serious about supporting healthier lives whilst also meeting our net-zero commitments,” said Bourns.

“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 added: “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.”

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