Lidl Netherlands Aims For 46% Healthy Food Sales By 2030

The updated goal, part of the retailer’s healthy lifestyle commitment, will be measured in kilograms across its entire product range, to ensure a shift towards healthier options, ESM Magazine reports.

The Dutch supermarket chain has already surpassed its 2025 target of 38% Wheel of Five sales – an increase from 36% in 2022.

Lidl attributes this progress to its continuous efforts in improving its product range and encouraging healthier consumer choices.

While Lidl supports a collective industry goal for healthier eating, it has decided to implement its own ambitious target ahead of schedule.

Stephanie Both, chief customer officer at Lidl Netherlands, commented, “As a supermarket, we bear a great responsibility for what our customers eat every day and believe that a healthy lifestyle should be affordable and accessible to everyone.

“That is why we continue to invest in a healthier product range and in initiatives that help customers make healthier choices in everyday life.”

New ‘LidlMinis’ Campaign

To support this objective and engage customers, Lidl has launched the ‘LidlMinis’ campaign.

This initiative features ten colourful fruit and vegetable plush toys accompanied by an activity book created in collaboration with Smaaklessen, a national school-based programme.

The project is designed to playfully educate children about nutrition.

Customers receive a stamp for every €10 spent, and a full card of 18 stamps can be exchanged for a free LidlMini.

Chantal Goenee, sustainability and health advisor at Lidl Netherlands, added, “By combining an ambitious health goal with the introduction of the LidlMinis, Lidl wants to motivate its customers to make healthy choices in an accessible way.

“We want to make healthy eating not only affordable, but also attractive and fun, for young and old alike.”

This campaign builds on previous successful collections, such as the VitaMinis, JungleMinis, BackyardMinis and ForestMinis, returning the focus to fruit and vegetables portrayed as appealing characters.

This campaign will run up to 5 April.