Lidl has unveiled a “first-of-its-kind” hybrid meat range, combining meat with plant-based pea protein to give shoppers “at least 20% more protein than its traditional meat counterparts”.
The range comprises: High Protein Cumberland Sausages (£1.99), High Protein Beef Mince 5% Fat (£4.79), High Protein Beef Mince 10% Fat (£3.99), High Protein Quarter Pounders (£2.99) and High Protein Meatballs (£2.79).
The German discounter said they were “game-changing” and would help shoppers increase their protein intake “without breaking the bank”.
The range comes in at lower than the average price for those categories as, according to analysis by The Grocer, the average price across SKUs for Lidl beef mince was £5.75, £4.57 for beef burgers, £3.66 for meatballs, and £2.70 for sausage SKUs [w/c 14 September, Assosia].
Lidl further pointed to Google Trends data showing that interest in high-protein meals has surged by more than 5,000% over the past year.
“Demand for high-protein products is soaring, but price often remains the main barrier for shoppers,” said Lidl GB chief commercial officer Richard Bourns. “Our market-leading hybrid meat range blends British meat with plant protein to deliver at least 20% more protein than traditional alternatives at unbeatable Lidl prices.”
This is not the first time a retailer has attempted to launch a hybrid meat line. Tesco unveiled its now-discontinued Meat & Veg range in 2019. Meanwhile, Quorn Foods rolled out a blended range in 2024, which combined its mycoprotein ingredient with meat for foodservice operators and within the NHS, as part of a strategy that “helps everyone eat less meat”.
The launch is part of Lidl’s commitment to make plant-based options 25% of its total protein offering by 2030 which it said was aligned with the Eat-Lancet Planetary Health Diet.
“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,” Bourns added. “As the only British retailer setting a protein transition target, we’re ensuring that healthy, sustainable choices are truly accessible to everyone.”
Lidl’s High Protein Meat range will be available in stores nationwide from 18 September.
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