Case study

Lidl GB launches ‘Live Well’ logo to signpost products that support the Planetary Health Diet and higher fibre intakes

Published: 19 June 2026 Updated: 19 June 2026

Following a successful 2025 rollout, Lidl GB’s ‘Live Well’ logo now sign posts over 100 products - with over 50% meeting high-fibre thresholds - as part of a bold commitment to hit 10% of its own-label range by 2030. 

In August 2025, Lidl GB launched ‘Live Well’, an industry-leading health marker, highlighting products that support the Planetary Health Diet, building in sustainability criteria alongside nutrition. This initiative bridges the gap between nutrition and sustainability, providing customers with a transparent shortcut to healthier, more sustainable shopping. 

To ensure total integrity, the ‘Live Well’ seal is only awarded to products that meet rigorous, evidence-based criteria. Developed by Lidl’s in-house Registered Nutritionists and sustainability specialists, the framework is independently validated by the British Nutrition Foundation and built upon global partnership principles with WWF. 

For relevant categories, fibre is a primary focus. To qualify, products must meet strict ‘source of’ or ‘high-fibre’ claim thresholds while incorporating fibre-rich plant-based ingredients such as wholegrains and plant proteins. 

Impact and future commitment: 

  • Immediate Scale: Since late 2025, the ‘Live Well’ logo has been deployed across over 100 products, more than half of which meet high-fibre standards. 
  • Consumer Demand: The rollout directly addresses shopper needs, as Lidl’s research reveals that over 75% of customers want clearer guidance on healthy choices. 
  • 2030 Vision: Lidl has committed to ensuring 10% of its entire listed own-label food range meets the ‘Live Well’ criteria by 2030, making the Planetary Health Diet accessible and affordable for all.