Lidl launches Live Well logo to highlight healthy, sustainable products
Posted: 21 August 2025 | Ben Cornwell | No comments yet
dl GB launches Live Well logo, helping shoppers quickly identify own-label products that are both healthier and environmentally sustainable.


Lidl GB has become the first UK discount supermarket to introduce a health marker for its own-label products with the Live Well logo, helping shoppers easily identify healthier, sustainable options.
Unlike other health labels, Live Well requires products to meet nutritional standards and align with the Planetary Health Diet, as well as broader sustainability criteria.
Developed with the British Nutrition Foundation (BNF) and in line with Lidl’s partnership with WWF, the logo will appear on over 100 products, including fruit and vegetables, wholegrains and plant-based proteins. The rollout is expected across UK stores within six months.
The launch builds on Lidl’s commitments earlier this year to increase plant-based food sales by 20 percent by 2030. With Live Well, the retailer is also targeting 10 percent of own-label products meeting the logo’s criteria by 2030.
Richard Bourns, Lidl GB Chief Commercial Officer, said:
As UK supermarkets we must go further if we’re serious about supporting healthier lives whilst also meeting our net-zero commitments. We must broaden our view on health and consider planetary health alongside human health, moving beyond narrow definitions and supporting the wider food system.
We’re proud to be launching our new Live Well logo, building on our industry-leading plant-based food sales commitment announced earlier this year to align with the Planetary Health Diet by 2050.
We’ve taken time to get this right – working closely with The British Nutrition Foundation and WWF, to support customers with a clear navigation tool to identify products that support their health and the health of the planet.”
To carry the Live Well logo, products must meet BNF-approved nutrition standards, align with the Planetary Health Diet, include at least one authorised health claim and meet category-specific targets, including non-HFSS classification, low levels of fats, saturated fats, sugar and salt, and high fibre content.
In an industry-first move, the label also recognises sustainability credentials, including LEAF certification, verified sustainable sourcing of critical raw materials, and 100 percent recyclable packaging where possible.
Sophie Bauer, Head of Food Transformation at WWF, said:
Helping shoppers make choices that are good for them and good for the planet is vital for shifting our food system in the right direction. The new Lidl Live Well label is a welcome step in turning ambition into action and clearly communicating what healthier, more sustainable eating can look like in practice.”
Elaine Hindal, Chief Executive at the BNF, added:
Making the healthy choice the easiest choice is critical to a healthier, more sustainable food environment, and we are proud to work with Lidl towards this goal. With over 980 stores across the UK, this project can deliver genuine impact towards the Government’s new food strategy at pace and scale.”
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 healthy products.
The Lidl Live Well logo aims to provide consumers clear, credible guidance to support both personal health and planetary sustainability.
Related topics
Clean Label, Environment, Health & Nutrition, Labelling, Packaging & Labelling, retail, Supermarket, Sustainability