They’re topping the rankings. Setting the pace. Quietly — but decisively — shifting the protein balance on their shelves. So what’s their playbook? In this exclusive interview, we go behind the scenes with Lidl and one of their key production partners to unpack how they became a frontrunner in the protein transition. Not just through bold targets, but through smart private label strategy. Pricing. Placement. Reformulation. Long-term supplier collaboration. The real mechanics of change.

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