Home » Leading by example: Lidl on price parity (and beyond) in achieving sustainable diets

Leading by example: Lidl on price parity (and beyond) in achieving sustainable diets

ProVeg’s Gemma Tadman chats with Amali Bunter, Head of Sustainability at Lidl Germany

On October 11, Lidl Germany made the exciting decision to equalise the pricing of products within their own-brand plant-based range, Vemondo, with that of comparative animal-based products. 

The news sent shockwaves through the European retail sector, with numerous other supermarkets following suit in and out of Germany. Since Lidl Germany’s announcement, Kaufland, Aldi Süd, Penny, and BILLA, have all announced various price parity initiatives.

At ProVeg’s New Food Conference, the New Food Hub’s Gemma Tadman caught up with Amali Bunter, Head of Sustainability at Lidl Germany, to delve into the motivations behind the discount retailer’s decision. 

The chat covered the importance of monitoring your protein split as a retailer, how price parity can result in a “positive sales and volume uplift,” and, why we need a holistic approach to the protein transition that goes beyond price parity.

Watch the five-minute interview below to reveal all.

“We need to make sure we’re thinking of the whole picture when we talk about the protein transition. We need to make sure we’re equally delivering health benefits at the same time. These two areas of our strategy, sustainability and health, need to work in harmony together. And equally, we need to work with all of our stakeholders to get there.”

Amali Bunter

Head of Sustainability, Lidl Germany


We invite you to connect with the New Food Hub on LinkedIn and share your thoughts about our interview. Do you think price parity initiatives will encourage more consumers to choose plant-based options? What other actions can retailers take to facilitate the transition to a more sustainable food system? Share your thoughts!

For more support on your sustainable protein journey, get in touch with our experts at [email protected] 

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