They’re topping the rankings. Setting the pace. Quietly — but decisively — innovating their assortment, conducting experiments and implementing policies to shift the protein balance on their shelves. So what’s their playbook? In this exclusive interview, we go behind the scenes with Lidl to unpack how they became a frontrunner in the protein transition. We talk about their strategy and vision on the protein transition and dive into the mechanisms of changing consumer behaviour in store.

Because leading the leaderboard isn’t luck. It’s design. How do you align commercial success with transition goals? What risks did they take? What challenges do they face or is everything going as planned? And what can other retailers learn if they want to move from ambition to execution?

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