Lidl Austria says it will adjust the prices for over 30 products in its own brand Vemondo vegan range to achieve price parity with comparable products of animal origin. 

The initiative – which has the strapline ‘Equality on a plate – is aimed at making plant-based foods “more affordable and attractive to everyone”.  

Currently, vegan alternative products are often more expensive than comparable animal products. This, says Lidl Austria is mainly due to the comparatively low production volumes so far. The company’s “price equalising” across its Vemondo range will see prices cut by unto 52%. The retailer says it is targeting flexitarians as much as it is vegans with its radical price cutting. 

“we are foregoing margin and investing a lot of money in the development of more conscious nutrition”

“We have abolished the price hurdle for vegan products here. The animal comparison items are not expensive branded products, but rather our inexpensive own brands. At the end of the day, this means customers can save up to 52% on vegan products. In doing so, we are foregoing margin and investing a lot of money in the development of more conscious nutrition in the interests of climate protection,” says Alessandro Wolf, CEO of Lidl Austria. 

Main image: Alessandro Wolf, CEO Lidl Austria. Lidl Austria