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Lidl GB has introduced a new labelling initiative, ‘Live Well,’ across its own-label products, helping consumers to identify products that are healthy ‘for both people and the planet’.

Several other retailers have introduced health markers informing shoppers about nutrition, however Lidl said it has taken this ‘a step further’ to ensure Live Well products also align with the Planetary Health Diet – a global, plant-rich diet framework designed to promote a healthy and sustainable way of eating.

The Lidl Live Well logo has been developed in collaboration with the British Nutrition Foundation (BNF) and builds on Lidl’s partnership with WWF to align with the Planetary Health Diet, said to be an industry-first.

Set to roll out in stores within the next six months, the logo will initially signpost over 100 Lidl own-label products including fruit and vegetables, wholegrain products and plant-based protein products.

The initiative builds on Lidl’s commitments made earlier this year to increase the proportion of plant-based foods sold by 20% by 2030. Alongside the launch of Live Well, the retailer is also committing to 10% of own-label products meeting the Live Well criteria by 2030.

To be associated with the Live Well logo, products will meet evidence-based nutrition criteria approved by the BNF. All Live Well products will have at least one specific, authorised health claim as well as aligning with the Planetary Health Diet.

Products must also meet criteria tailored to each category’s nutritional profile. This includes non-HFSS, high in/source of fibre, and low amounts of fats, saturated fats, sugar and salt (green traffic light labels).

The Live Well logo will also feature criteria to ensure products meet sustainability standards such as LEAF certification, critical raw materials verified as from sustainable sources, and 100% recyclable packaging where possible.

It responds to new research, commissioned by Lidl and the Planetary Alliance, which found that over four in five respondents view eating healthily as important but over three quarters said they need guidance to find healthy products.

Richard Bourns, Lidl GB’s chief commercial officer, said: “As UK supermarkets we must go further if we’re serious about supporting healthier lives whilst also meeting our net-zero commitments”.

“We must broaden our view on health and consider planetary health alongside human health, moving beyond narrow definitions and supporting the wider food system.”