In all 31 countries where Lidl is present, the discounter will focus more on plant-based proteins, whole-grain products and fruit and vegetables

Lidl intends to align its assortment with the so-called ‘healthy planetary diet’ by 2050. A first step is to sell 20 per cent more plant-based foods by 2030. Lidl will apply the WWF methodology to offer its customers a wider range of healthy and sustainable alternatives

I would also like to point out that Lidl has recently promoted some very interesting (very un-discounter) marketing initiatives.