Ahold Delhaize and Lidl announce new plant-based targets

5th Feb 25 by Julianne van Pelt

Retailers announce new ambitions for increasing the sale of plant-based food. The role of supermarkets is crucial for the protein transition

One of Europe’s largest retailers, Ahold Delhaize, has announced a new goal to have 50% of its food sales to be plant-based by 2030. In doing so, they acknowledge how important the shift to plant-based proteins is for reducing CO₂ emissions and achieving health targets. As they put it: “Even small changes in the shopping habits of millions of customers each week can collectively make a positive impact on the health of people and planet.”

Ahold Delhaize’s message comes shortly after an earlier announcement that Lidl plans to promote plant-based foods in all European countries where the retailer operates, aiming to increase sales of these products by 20% in 2030 compared to 2023.

This international approach aligns with a trend that began earlier in the Netherlands, where nearly all major supermarkets have announced that by 2030, 60% of the proteins they sell will be plant-based. A monitoring system has even been set up to closely track whether supermarkets are actually meeting these ambitions.

We wholeheartedly support this development, as our reports and campaigns have already demonstrated the significant impact that meat and dairy sales have on the climate. For instance, the report ‘Valse Bingo’ revealed that nearly 40% of the total greenhouse gas emissions from supermarkets are caused by the sale of animal products, prompting us to urge them to stop promoting meat. It also became clear that while retailers present themselves as sustainable, they show little clarity and commitment regarding how they will meet their climate goals. The report ‘De Minder vlees race‘ revealed disappointing results in terms of the transparency and ambition of supermarkets to reduce their climate impact. The scorecards were glowing red.

Supermarkets play a crucial role in our food chain, yet 80% of their assortment is unsustainable, steering consumers toward unhealthy choices through their offers and promotions. Our local work in Moerwijk shows that residents in this deprived neighbourhood are very eager to make sustainable and healthy choices, but these options need to be accessible and affordable to them.

We therefore look forward to seeing how Ahold Delhaize will turn this goal into reality, while we continue to encourage others to follow this positive example. Bring on the plant-based product deals!

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