Clean Product-Highlighting Logos

Lidl GB has introduced the Live Well logo as a health and sustainability marker for its own-label products, making it the first UK discount supermarket to adopt such a label. Developed in collaboration with the British Nutrition Foundation and aligned with the Planetary Health Diet, the logo will appear on over 100 products including fruit and vegetables, wholegrains and plant-based proteins. To qualify, items must meet BNF-approved nutrition standards, carry at least one authorised health claim and adhere to category-specific targets for low levels of fat, saturated fat, sugar and salt, as well as high fibre content. The label also recognises sustainability credentials, requiring certification such as LEAF, verified sustainable sourcing of critical raw materials and recyclable packaging where feasible.

The rollout of the Live Well logo across Lidl’s UK stores is planned within six months, supported by the retailer’s partnership with WWF and its commitment to increase plant-based food sales by 20 percent by 2030. Research commissioned by Lidl and the Planetary Alliance found that while over 80 percent of shoppers value healthy eating, more than three-quarters need guidance to identify healthier products. By integrating nutritional and environmental criteria into a single marker, Lidl aims to offer consumers a clear tool for making choices that support both personal health and planetary sustainability.

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