UK discounter Lidl has announced a fibre strategy, aiming to increase the tonnage of total fibre sold by 20% by 2026.

The discounter also said that by 2030, it would boost the volume of whole grains it sells to 25% of total grains.

With 23% of shoppers actively seeking high-fibre products for their weekly groceries, Lidl’s new initiative is set to make it easier and more affordable for customers to improve their diets. Currently, only 9% of UK adults meet the recommended daily intake of 30g of fibre, with lower-income households consuming even less, which Lidl said highlighted the need for this initiative.

As part of its new targets, Lidl is working with suppliers to enhance existing recipes by incorporating more plant-based, fibre-rich ingredients like lentils, beans, and grains, whilst reducing fats and sugars. It will also seek to introduce new high-fibre products to “boost nutritional value and make everyday items healthier”.

Lidl became the first retailer to sign up to the Food and Drink Federation (FDF) Action on Fibre initiative to help make higher-fibre diets “more appealing for households”. It has also turned to its rewards app, Lidl Plus, to offer monthly promotions on these products, making a fibre-rich diet more accessible and affordable. Lidl said that recent promotions had nearly doubled sales of fibre-rich products such as wheat biscuits, oats, and granola.

Richard Bourns, chief commercial officer at Lidl GB, said: “Lidl is committed to supporting healthy and sustainable diets and setting ambitious targets to ensure our food is good for both people and the planet. We stand firmly behind the need for sustainable consumption as part of the net-zero transition and are committed to offering our customers an ever-expanding range of healthy, sustainable products at affordable prices. With WWF as an experienced partner by our side, we aim to make a greater impact on transforming the global food system – and hope that other supermarkets will follow suit.”