Lidl launches first-to-market high-protein hybrid meat range

The retailer’s High Protein Meat range includes mince, meatballs, quarter pounders and sausages, with each product containing at least 20% more protein than its traditional meat equivalent.

Available in Lidl stores nationwide from Friday 18 September, the range starts at £1.99 and has been developed to offer shoppers an affordable way to increase the protein content of familiar everyday meals.

Interest in high-protein meals has risen significantly over the past year, with searches for “high-protein meals” increasing by more than 5,000%. However, research cited by Lidl found that 51% of consumers see cost as the principal barrier to following a high-protein diet.

The new range includes High Protein Cumberland Sausages, priced at £1.99, which contain up to 50% more protein than traditional equivalents. Other products include High Protein Beef Mince with 5% fat at £4.79, High Protein Beef Mince with 10% fat at £3.99, High Protein Quarter Pounders at £2.99 and High Protein Meatballs at £2.79.

High Protein Pork Sausages, priced at £1.99, have also received Good Housekeeping Institute Taste Test approval.

Richard Bourns, Chief Commercial Officer at Lidl GB, said: “Demand for high-protein products is soaring, but price often remains the main barrier for shoppers. 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. Crucially, 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. As the only GB retailer setting a protein transition target, we’re ensuring that healthy, sustainable choices are truly accessible to everyone.”

The launch also supports Lidl’s commitment to increase plant-based protein to 25% of its total protein offering by 2030. The retailer is the first in Great Britain to establish a target for the balance of plant and animal protein within its sales.

Its strategy is aligned with the principles of the EAT-Lancet Planetary Health Diet, a global framework designed to support human health while remaining within the planet’s environmental boundaries. Lidl said blending pea protein into established meat products could help customers move towards a more balanced protein mix without requiring significant changes to their diets.

Isabelle McKeever, Event Manager for IFE, commented: “The high-protein trend is continuing to evolve as consumers look beyond traditional sports nutrition products and seek convenient, affordable ways to add more protein to their everyday diets.

“This launch is an interesting example of how product developers are responding, combining animal and plant proteins to create familiar products with an enhanced nutritional proposition. We expect protein innovation to remain a major focus for the food and drink industry, with brands exploring new ingredients, formats and hybrid products that can deliver on health, taste, sustainability and value.”

Lidl’s new High Protein Meat range will be available in stores nationwide from Friday 18 September. Stay up to date with all the latest industry news, interviews and trends analysis by subscribing to the IFE newsletter.