@tbwabackslash

class="content__text" Lidl is making sure that cost isn’t a barrier to plant-based eating.  The German supermarket chain recently lowered the prices of its own Venmondo vegan products to match their animal-based equivalents. Besides being a win for vegans, Lidl hopes the price parity will encourage more shoppers to give sustainable alternatives a try. According to the Federal Association of the German Food Trade, 41% of Germans identify as flexitarian, and 43% say they’d buy more plant-based foods if they were offered at a cheaper price. In addition to lowering prices, Lidl is placing Venmondo products near their non-vegan counterparts so that customers can easily compare the two. Lidl is also the first German food retailer to publicly disclose the ratio of plant to animal protein sources in its range. Just 11% of the retailer’s protein offerings are currently plant-based — a number they’ve committed to boosting to 20% by 2030. While consumers consistently say they want to lower their food footprint, the reality is that purchase decisions are still largely driven by cost. By making vegan products more accessible, Lidl is proving that ethical eating doesn’t have to be a premium pursuit. Edge: Conscious Convenience Spotter: Moritz Kleiser — TBWA\Düsseldorf  . . . . . . . . . . . . . #ConsciousConvenienceBackslash @lidlde #lidl #veganfood #plantbased #flexitarian #ethicaleating #sustainablefood #affordablefood #plantbasedprotein

October 17, 2023