Vegan and vegetarian diets are becoming increasingly popular for several reasons. For some, it is important not to contribute to the suffering of animals on industrial farms. For others, the key argument for limiting meat consumption is the environmental impact of the meat and dairy industry. Many people also don't want to digest antibiotics that are lavishly fed to animals on industrial farms.

Aside from mere habit, an important reason why limiting the consumption of animal-based products can be difficult is the price of plant-based products. Especially the amount of money one has to pay for the "direct" equivalents of meat, which help to reduce the amount of meat in the diet without much effort and without learning how to cook "from scratch".

To meet the needs of people who do not want to give up their existing cooking habits or pay more for more expensive "non-meat" products, Lidl Germany decided to act. In mid-October, the chain announced that the prices of 89% of its Vemondo products would be permanently aligned with their meat-based counterparts.

This offer includes vegan minced meat, cold cuts, yoghurt and oat milk. The campaign takes place under the slogan "You have a choice". As part of it, vegan equivalents will also be displayed in shops alongside products from animals. By putting meat and "non-meat" side by side, customers will actually have a real choice.

Will this way of promoting vegan products be extended to other markets where the German chain operates? It will probably depend on the results of the campaign in Germany.

Source: www.lebensmittelzeitung.net