Plant-based alternatives are just as cheap as animal-based products: up to 52% discount; The proportion of plant-based protein sources will be increased by 20% by 2023
Salzburg (OTS) – This is a vegan price sensation: From January 29th, Lidl Austria will permanently adjust the prices for over 30 items from Lidl’s own vegan brand “Vemondo” to comparable products of animal origin! This makes turning to a plant-based alternative much more attractive and affordable for everyone.
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Unfortunately, vegan alternative products are often more expensive than comparable animal products. This is mainly due to the comparatively low production volumes so far. Now Lidl Austria is ensuring equality on the plates with a radical price reduction and will equalize the prices in the plant-based range from January 29th! Lidl is undercutting the already low price of over 30 items from its own vegan brand “Vemondo” – by up to 52%! These include, for example, alternatives to milk, minced meat, schnitzel or spreads.
With this, Lidl Austria is specifically targeting not only vegans, but also so-called flexitarians, because thanks to this forward-looking measure, price is no longer the decisive factor in purchasing decisions.
“We have abolished the price barrier for vegan products here. The animal comparison items are not expensive branded products, but rather our inexpensive own brands. At the end of the day, this means customers can save up to 52% on vegan products. In doing so, we forego margin and invest a lot of money in the development of a more conscious diet in the interests of climate protection,” says Alessandro Wolf, CEO of Lidl Austria.
Sustainable strategy
At the beginning of 2023, Lidl Austria developed a strategy for “conscious nutrition” and set holistic, binding goals. With this strategy, Lidl ensures that customers receive the best offer for a conscious and sustainable lifestyle at the usual low Lidl price. Only recently, Lidl Austria, in collaboration with WWF Austria, determined the proportion of animal protein sources in its range compared to plant-based protein suppliers and became the first Austrian food retailer to transparently disclose this. Another important component of this strategy is the attractiveness of plant-based alternatives. There are already over 450 vegan items available in the permanent range. There are also weekly changing offers and promotional items.
Expansion of plant-based range
Lidl Austria would like to expand its offering even further by 2025. The focus is increasingly on the regionality of the ingredients, such as pea protein or soy, and a low level of processing in order to increase the ecological benefits and also provide a very good alternative to animal products from a health perspective.
“For a sustainable nutritional transition, we must reduce the consumption of animal foods and instead increasingly promote plant-based products – both through a better range of alternatives and through better affordability of climate- and resource-friendly foods,” says Pegah Bayaty, spokesperson for sustainable nutrition at WWF Austria .
Further goals include expanding the range with whole grain alternatives, expanding the organic range and further developing the animal range in terms of transparency and husbandry methods.
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This press release is intended for distribution in Austria.
Questions & Contact:
If you have any questions, please contact:
Lidl Austria
Hansjörg Peterleitner
Corporate communication
Tel.: +43/(0)662/44 28 33 – 1310
E-Mail: presse@lidl.at