Grocery store chain Lidl starts offering plant-based products among others.
Lidl is experimenting with a new kind of positioning of plant-based products. Kaisa Vehkalahti
Lidl announces that it will remove vegetarian food shelves from six different stores as an experiment.
The reason is the desire to test whether plant-based products sell better if they are among other products in the store without a separate shelf and a veggie title.
– Our customers who actively use veggie products can easily find their products on the veggie shelf, but many are used to passing by the veggie shelf on their usual trip to the store, and thus do not come to try new plant-based products, for example. Now we want to test whether the plant-based products can also better reach those consumers who don’t usually go to the veggie shelf, the range’s responsibility manager Laura Kvissberg says in the announcement.
The trial lasts ten weeks. Lidl says in the announcement that different shelf placements can have a surprising effect on sales. Lidl’s goal is to get customers to buy more plant-based products as well. The chain wants to double the share of vegetable protein sales to a total of 20 percent.
Sustainability manager Laura Kvissberg uses as an example a shelf where next to meatballs you might find veggie buns or falafel buns that are used in the same way.
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