Lidl Launches Live Well Logo to Promote Healthy, Sustainable Products

Date: August 21, 2025
Author: Ben Cornwell

Overview

Lidl GB has introduced the Live Well logo, a pioneering health and sustainability marker for its own-label products. This initiative is designed to help UK shoppers quickly identify products that are both nutritionally beneficial and environmentally sustainable, positioning Lidl as the first UK discount supermarket to launch such a comprehensive health marker.

Key Features of the Live Well Logo

• Nutritional Standards: Products must meet British Nutrition Foundation (BNF)-approved nutrition criteria, including low levels of fats (especially saturated fats), sugars, and salts, and high fiber content.
• Planetary Health Diet Alignment: The products align with the global Planetary Health Diet, promoting diets that are beneficial for both consumers and the planet.
• Sustainability Credentials: Includes requirements like LEAF certification (Linking Environment And Farming), verified sustainable sourcing of critical raw materials, and recyclable packaging wherever possible.
• Approved Health Claims: Each product bearing the logo must include at least one authorized health claim.
• Non-HFSS Classification: Products must avoid classification as High in Fat, Sugar or Salt (HFSS).

Scope and Rollout

• The Live Well logo will initially appear on over 100 own-label products such as fruits, vegetables, wholegrains, and plant-based proteins.
• Lidl plans to roll out the logo across all UK stores within six months.
• The retailer aims for 10% of its own-label products to qualify for the Live Well logo by 2030. ## Strategic Commitments
• The launch strengthens Lidl’s earlier commitment to increase plant-based food sales by 20% by 2030.
• It underscores Lidl’s broader goal to holistically support both human health and planetary sustainability—integrating nutritional value with environmental impact.

Expert Endorsements

• Richard Bourns (Lidl GB Chief Commercial Officer): Emphasized the need to support healthier lives while meeting net-zero commitments through integrated health and sustainability standards.
• Sophie Bauer (Head of Food Transformation, WWF): Praised the label as a practical step toward encouraging healthier, environmentally responsible food choices.
• Elaine Hindal (Chief Executive, BNF): Highlighted the project’s potential to make healthy choices easier and its contribution toward the UK Government’s food strategy at scale.

Consumer Insights

Research by Lidl and the Planetary Alliance found that:

• Over 80% of shoppers value healthy eating.
• More than 75% need clearer guidance to identify healthy products.

The Live Well logo aims to fill this gap by providing clear, credible guidance, empowering consumers to make informed choices for their health and the environment.

Conclusion

Lidl’s Live Well logo represents a significant advancement in retail health and sustainability labeling by combining stringent nutritional standards with environmental responsibility. This initiative not only supports consumer health but also aligns with global sustainability goals, setting a precedent in the UK discount supermarket sector.

Related Topics

• Clean Labeling
• Sustainable Packaging
• Plant-Based Foods
• Retail Innovation in Sustainability

Organizations Involved

• Lidl GB
• British Nutrition Foundation (BNF)
• World Wildlife Fund (WWF)

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