Lidl Launches Live Well Logo to Highlight Healthy, Sustainable Products

On 21 August 2025, Lidl GB introduced the Live Well logo, an innovative health and sustainability marker for its own-label products. This initiative positions Lidl as the first UK discount supermarket to adopt a combined health and environmental standard, helping shoppers easily identify products that support both personal health and planetary wellbeing.

Key Features of the Live Well Logo

• Nutritional Standards: Developed in partnership with the British Nutrition Foundation (BNF), products carrying the Live Well logo must meet strict, BNF-approved nutritional criteria aligned with the Planetary Health Diet. This includes limits on fats, saturated fats, sugar, and salt, alongside a high fibre content.

• Sustainability Requirements: The logo uniquely integrates sustainability credentials validated by WWF, including LEAF certification, verified sustainable sourcing of critical raw materials, and 100% recyclable packaging wherever feasible.

• Product Range: Over 100 products will feature the logo initially, spanning fruits and vegetables, whole grains, and plant-based proteins, with full rollout expected across Lidl UK stores within six months.

Commitments & Goals

Lidl is committed to increasing its plant-based food sales by 20% by 2030 and aims for 10% of its own-label products to meet the Live Well standard within the same timeframe. This aligns with Lidl’s broader sustainability objectives and partnership with WWF.

Richard Bourns, Lidl GB Chief Commercial Officer, emphasized the importance of considering both human and planetary health in food retail:

“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.”

Industry Response and Consumer Insight

• Sophie Bauer, Head of Food Transformation at WWF, welcomed the launch as a concrete step towards sustainable food choices, highlighting the role of clear labelling in driving systemic food change.

• Elaine Hindal, Chief Executive of BNF, remarked on the potential scale of impact given Lidl’s network of over 980 UK stores, underscoring the importance of simplifying healthy choices for consumers.

Research commissioned by Lidl and the Planetary Alliance revealed that although over 80% of shoppers value healthy eating, more than 75% seek guidance to identify healthy products, justifying the need for the Live Well logo as a trusted, visible aid in supermarkets.

Why This Matters

The Live Well logo represents a pioneering approach in combining health-focused and sustainability-driven labelling within the discount supermarket sector, making it easier for consumers to make informed, responsible choices. Lidl’s collaboration with the BNF and WWF ensures the logo is backed by credible, evidence-based standards, reinforcing consumer trust.

This initiative aligns with growing global calls for food systems that promote not only individual wellbeing but also environmental stewardship, reflecting brand leadership in sustainable retail.

For more insights on sustainable food initiatives and health-forward product developments, subscribe to our newsletter and join our upcoming webinars.

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.