UK retailer Lidl has announced a hybrid meat range, which will combine British meat with plant-based protein.
The combination of British meat and pea protein will reportedly deliver “at least 20% more protein than traditional meat options”, according to the retailer.
The ‘High Protein’ range contains beef mince, burgers, sausages and meatballs, and Lidl claimed that its High Protein Cumberland Sausage would deliver up to 50% more protein than traditional equivalents.
According to Lidl, with interest in high-protein meals surging, many consumers are eager to increase their intake. However, the retailer highlighted that cost remains a primary barrier, with 51% of consumers citing it as the main obstacle to following a high-protein diet (Konfidant weekly online surveys, 4 w/e 7th May).
“Price often remains the main barrier for shoppers.”
Richard Bourns, Lidl
Richard Bourns, chief commercial officer at Lidl GB, commented: “Demand for high-protein products is soaring, but price often remains the main barrier for shoppers. Our market-leading hybrid meat range blends British meat with plant protein to deliver at least 20% more protein than traditional alternatives at unbeatable Lidl prices.
“Crucially, we’re bringing our Planetary Health Diet commitments to life right at the shelf edge, by creating high quality, innovative solutions to deliver on health, sustainability, and value without compromise. As the only GB retailer setting a protein transition target, we’re ensuring that healthy, sustainable choices are truly accessible to everyone.”
The range comes as Lidl HAS set a protein split target, committing to increase plant-based options to 25% of its total protein offering by 2030.
