Lidl GB has introduced Live Well, the first health marker in the UK to combine nutritional criteria with sustainability standards based on the Planetary Health Diet, positioning the discounter as the first retailer to integrate planetary health considerations into product labeling.
The Live Well logo will help customers identify products that meet evidence-based nutrition criteria while aligning with the Planetary Health Diet, a global framework designed to be healthy for both people and planet. The initiative responds to research commissioned by Lidl and the Planeatry Alliance showing over 75% of shoppers need guidance to find healthy products.
Set to launch in stores within six months, the program will initially signpost over 100 Lidl own-label products including fruit and vegetables, wholegrain products, and plant-based proteins. Lidl GB has committed to 10% of own-label food products meeting Live Well criteria by 2030.
“As UK supermarkets we must go further if we’re serious about supporting healthier lives whilst also meeting our net-zero commitments,” said Richard Bourns, Lidl GB Chief Commercial Officer. “We must broaden our view on health and consider planetary health alongside human health, moving beyond narrow definitions and supporting the wider food system.”
Lidl receives industry recognition for integrated approach
The Live Well logo requires products to meet evidence-based nutrition criteria approved by the British Nutrition Foundation, including alignment with the Planetary Health Diet and at least one specific, authorized health claim. Products must also meet category-tailored nutritional profiles including non-HFSS status, low amounts of fats, saturated fats, sugar and salt, and high fiber content.
Sustainability criteria include LEAF certification, verification that critical raw materials come from sustainable sources, and 100% recyclable packaging where possible. This dual approach distinguishes Live Well from competitors’ health markers that focus solely on nutritional profiles.
The program builds on Lidl’s partnership principles with WWF and collaboration with the British Nutrition Foundation to ensure scientific credibility. The retailer committed earlier this year to increase plant-based food sales by 20% by 2030 and align with the Planetary Health Diet by 2050.
The British Nutrition Foundation validated Live Well’s nutrition targets, supporting the evidence-based approach to product selection. “Making the healthy choice the easiest choice is critical to a healthier, more sustainable food environment,” said Elaine Hindal, Chief Executive at The British Nutrition Foundation.
WWF has also endorsed the initiative, addressing the need for clear communication about sustainable eating practices. “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,” said Sophie Bauer, Head of Food Transformation at WWF.
The program leverages Lidl’s 980+ UK stores to deliver scale impact toward government food strategy objectives. Research indicates over 80% of consumers view eating healthily as important, demonstrating market demand for clearer product guidance.
