Lidl launches hybrid high-protein meat range with pea protein

Lidl is launching a new range of high-protein meat products that combines British meat with pea protein, with the retailer claiming the products deliver at least 20 percent more protein than traditional meat alternatives.  

The High-Protein Meat range will launch in Lidl stores nationwide on Friday 18 September, with prices starting at £1.99. 

The move comes as interest in high-protein meals continues to grow, with searches for high-protein meals increasing by more than 5,000 percent over the past year, according to figures cited by Lidl. However, the retailer says affordability remains a significant barrier, with 51 percent of consumers identifying cost as the main obstacle to following a high-protein diet.    

Lidl says its new range is intended to make increasing protein intake more affordable while retaining meat as part of everyday meals.

Range includes sausages, mince and meatballs

The range includes several products aimed at familiar household meals.

High-protein cumberland sausages, priced at £1.99, are claimed to provide up to 50 percent more protein than traditional equivalents. Other products include high-protein beef mince 5 percent fat at £4.79 and high-protein beef mince 10 percent fat at £3.99. 

The mince products are positioned as options for dishes including chilli, bolognese and cottage pie.

The range also includes high-protein quarter pounders for £2.99, high-protein meatballs for £2.79 and high-protein pork sausages, priced at £1.99, which have received Good Housekeeping Institute Taste Test Approved status.

Demand for high-protein products is soaring, but price often remains the main barrier for shoppers. Our market-leading hybrid meat range blends British meat with plant protein to deliver at least 20 percent more protein than traditional alternatives at unbeatable Lidl prices. Crucially, we’re bringing our Planetary Health Diet commitments to life right at the shelf edge, by creating high quality, innovative solutions to deliver on health, sustainability, and value without compromise. As the only GB retailer setting a protein transition target, we’re ensuring that healthy, sustainable choices are truly accessible to everyone.”

Richard Bourns, Chief Commercial Officer at Lidl GB

 

Part of wider protein strategy

The launch also forms part of Lidl GB’s wider approach to changing the balance of its protein offering.

The retailer says it is the only GB retailer to have set a protein split target, with a commitment to increase plant-based options to 25 percent of its total protein offering by 2030.

The strategy is aligned with the principles of the EAT-Lancet Planetary Health Diet, which promotes dietary changes intended to support both human health and planetary boundaries. 

Lidl is also the first British retailer and discounter to align its sales targets with the Planetary Health Diet principles that encourages greater consumption of fruit, vegetables, beans, pulses, lentils, nuts, seeds and wholegrains alongside more plant-based options. 

Lidl’s High-Protein Meat range will be available in stores nationwide from Friday 18 September.