Lidl places meat substitutes right next to real meat to tempt buyers to become vegetarian

Lidl will place meat substitutes directly next to meat in the Netherlands to stimulate the sale of vegetarian alternatives. The supermarket chain wants “half” of the proteins sold to be plant-based by 2030. With a pilot project in 70 Dutch stores, Lidl is investigating what it does to sales when meat and meat substitutes are placed together. Are customers who normally walk past the vegetarian shelf also being tempted to opt for plant-based more often? Maybe.

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