Lidl is looking for its next cheese alternative – enter this competition to submit your entry!

…

Source: Jeremy-Gunther-Heinz-Jahnick_Somain_Lidl-01-_Wikimedia-Commons-_Cc-by-sa-3.0

Lidl Germany and ProVeg Incubator have joined forces to find innovative cheese alternatives in a new startup competition

The market for cheese alternatives is continuously growing and evolving. A recent Good Food Institute analysis found that the value of plant-based cheese sales across six European countries grew 7% between 2022 and 2023 to EUR 194 million. In the same period, unit sales increased by 10%, and sales volume by 9%.¹ Germany shows significant strength in the sector, with the largest market for cheese alternatives in Europe – in 2023, the country had a sales value of EUR 39 million.²

According to the latest Smart Protein Project consumer survey, a quarter of European respondents expressed a desire for greater availability of plant-based cheese products in supermarkets and other points of sale. It’s official: consumers are craving better cheese alternatives, and more of them!³

With this in mind, Lidl is on a mission to discover something truly innovative to offer its customers. That’s why Lidl Germany has partnered with the ProVeg Incubator to launch a new competition to find exceptional plant-based cheese alternatives across Europe and a selection of other countries.

The retailer has joined forces with ProVeg’s alternative protein startup incubator to reach the most innovative startups across the region and intends to sell the winning product in selected stores across Germany under its private label, Vemondo.

Three packages of plant-based sliced cheese on a turquoise background. The first and third packages display herbs in the design, while the middle package shows plain slices. A plate with fresh salad and bread accompanies the first package.

The Lidl x ProVeg Cheese Alternative Innovation Competition is open to end products and ingredients or technologies that could be used in the production process.

“We are delighted to collaborate with Lidl on this exciting innovation competition. Plant-based cheese remains one of the most dynamic areas for growth and development in the food sector, and this initiative provides an important platform to showcase groundbreaking solutions,” said Antje Räuscher, Head of the ProVeg Incubator.

“This challenge is a unique opportunity for startups to work closely with a major retailer, get their products to a mass market, and contribute to advancing sustainable food options. We look forward to seeing the creativity and innovation that participants will bring to the table,” she added.

The chance to work with a leading European retailer

The winner of the competition will have the opportunity to collaborate with Lidl in Germany to bring the winning product to the supermarket’s shelves with a listing in selected stores in Germany under its private label, Vemondo.

The winning startup will also benefit from access to Lidl’s customer base, gain exposure for its product, and receive direct feedback and support in getting the product listed. Not only this, but the winner will benefit from promotional activity from both Lidl and ProVeg.

“We’re looking to hear from applicants who bring something extraordinary to the table – whether it’s a delicious cheese alternative or an innovative ingredient or technology that can revolutionize the production of cheese alternatives. We are looking for true innovation in categories that show the greatest potential for improvement, with a focus on alternatives to hard cheeses and sliced cheeses. We are also open to extraordinary alternatives for other types such as spreads, meltable cheeses, aged varieties, and grated cheeses.”

Christoph Graf

Head of Purchasing at Lidl in Germany

You’ve got to be in it to win it – the crucial details

The competition is open to startups and businesses developing innovative alternatives to traditional dairy cheese in the form of end-products, ingredients, and process technology used in the production of cheese alternatives.

A wooden board with slices of cheese, some with holes, alongside pieces of brown rye bread. A patterned paper is partially visible underneath the board.

To apply, applicants must have a business registered in the EMEA (Europe, the Middle East and Africa) region. For product entries, products must be approved for sale in Germany, meet all applicable food safety and regulatory standards, hold valid IFS Higher Level or BRCGS certifications for finished products, and be market-ready and suitable for retail distribution.

For entries in the ingredients and processing technologies category, applicants are encouraged to showcase the potential for their ingredient or technology to be seamlessly integrated into existing production processes and scale effectively.

Apply now

To apply, candidates must complete a short application form and send samples for review, where applicable, by the deadline of 27 April 2025. Finalists will be selected on 18 May and invited to pitch to a panel of judges, including Lidl’s top decision makers, at a tasting event in Bad Wimpfen later in the Spring, after which the winner will be announced.

The judging panel includes Arne Wiest (Purchasing Director at Lidl), Verena Fein (Quality and Sustainability at Lidl), Godo Röben (Alternative Protein Consultant), and Katleen Haefele, Director of Corporate and Institutional Engagement at ProVeg International.

lidle cheese. A promotional banner for the Lidl x ProVeg Cheese Alternative Innovation Competition featuring a platter with various cheeses. Text reads Apply now with ProVeg Incubator and Lidl logos displayed at the bottom left.

Those interested and eligible to apply must submit their application by 27 April 2025 at https://hubs.ly/Q03bGZl00.

For more support on your alternative protein strategy, get in touch with our experts at [email protected] and subscribe to our newsletter and podcast.