Case study

Lidl GB exceeds fibre target two years early as it accelerates shift towards the Planetary Health Diet

Published: 19 June 2026 Updated: 19 June 2026

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Lidl GB’s multi-pronged approach to range expansion, customer incentivisation, and marketing has paid off: the retailer exceeded its fibre targets two years early, delivering an almost 22% increase in fibre sales. 

In January 2025, Lidl GB launched its Healthy & Sustainable Diets strategy, aiming for full alignment with EAT-Lancet’s Planetary Health Diet by 2050. As part of this commitment, Lidl became the first retailer to introduce a comprehensive fibre strategy with two ambitious targets: increasing total fibre tonnage by 20% by 2026 and ensuring wholegrains represent 25% of all grain sales by 2030. 

By bridging the gap between shopper intent and nutritional reality, Lidl is making higher fibre diets more effortless. While nearly a quarter of shoppers want more fibre, only 4% of UK adults hit their daily target. The discounter’s strategy aims to remove these barriers, making fibre-rich choices the "no-brainer" option through better visibility, increased availability, and market-leading prices. 

Lidl has already surpassed its initial 2026 target, achieving an almost 22% growth in fibre sales two years ahead of schedule. Additionally, wholegrains now account for 15.3% of grain sales (up from 12.9% in FY23/24). This success was driven by four key strategic levers: 

  • Range Expansion: Introducing naturally fibre-rich staples like bulgur wheat, pearl barley, and quinoa. 
  • Product Reformulation: Systematically reworking existing recipes to boost fibre content without compromising on quality. A standout achievement includes collaborating with a key supplier to add 1g of fibre to own label sandwiches featuring malted bread. 
  • Incentivisation: Offering monthly Lidl Plus discounts of up to 30% on wholegrains, which nearly doubled sales during promotional periods. 
  • Educational Marketing: Utilising owned channels to highlight the benefits of fibre and provide practical tips for increasing daily intake, featuring many own label high-fibre favourites.