UK’s first discount retailer to combine health and sustainability in one food label, aiming to shift consumer behaviour and align with global dietary goals. New logo to appear on over 100 own-brand products within six months.
Lidl GB has announced the introduction of a new front-of-pack label designed to help customers make more informed choices that benefit both their health and the environment. Named Live Well, the logo will appear on select own-brand products that meet rigorous health and sustainability standards.
This move positions Lidl as the first discount supermarket in the UK to adopt a dual-criteria labelling system, developed in collaboration with the British Nutrition Foundation and WWF. It is part of a broader strategy to increase plant-based food sales by 20 percent by 2030 and contribute to the goals of the Planetary Health Diet by 2050.
A Combined Standard for Nutrition and Sustainability
According to Lidl, more than 100 products will carry the new Live Well label at launch, initially focused on fresh fruit and vegetables, whole-grain items and plant-based proteins. To qualify, products must meet several nutritional benchmarks, including low levels of fat, salt and sugar, and a good source of fibre. They must also display green traffic light labels under the UK’s front-of-pack nutrition labelling scheme.
Beyond health, sustainability criteria are also key. Eligible items must use recyclable packaging where possible, contain sustainably sourced ingredients, and comply with certifications such as LEAF standards. According to Lidl GB’s Chief Commercial Officer, Richard Bourns, the aim is to offer customers a “clear navigation tool” that supports personal and planetary health.
The development of the label follows research conducted by Lidl and the Planetary Alliance, which revealed that over 75 percent of consumers want better guidance when selecting healthy food options, despite 80 percent claiming that healthy eating matters to them.
Aligning Retail Strategy With Public Health and Climate Goals
The Live Well initiative is part of Lidl’s wider corporate strategy to reshape its food offer in line with the UK Government’s Food Strategy and international climate commitments. By 2030, Lidl intends for at least 10 percent of its own-brand products to meet Live Well criteria, and to achieve full alignment with the Planetary Health Diet by 2050.
According to WWF’s Sophie Bauer, this approach helps turn “ambition into action” and supports a much-needed shift in the food system. Elaine Hindal, Chief Executive of the British Nutrition Foundation, added that the label could help “making the healthy choice the easiest choice” for millions of shoppers across Lidl’s 980 UK stores.
The label will begin appearing on shelves within six months, aiming to bridge the gap between consumer intent and practical choice by simplifying how shoppers identify healthier, more sustainable foods.
