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Lidl promotes new "Hybrid meat"

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Starting this month there will be new promotional goods at Lidl: the discounter is offering meat or sausage of German origin with a vegetable content of up to 40 percent for the first time.

Posted on Jan 12 ,07:37

Lidl promotes new "Hybrid meat"

Specifically, the discounter is for the first time offering minced meat and burger patties made from beef with jackfruit, Vienna sausages with carrots and chicken sausage with soy protein in the flavors classic and garlic. The new meat and sausage products of German origin will be available in more than 3,200 branches of the food retailer.

According to Lidl, the campaign with products made from a combination of animal protein and vegetable protein is aimed at "customers who want to reduce their consumption of animal products and thus their ecological footprint without completely giving up meat."

In addition, the company announced in a press release that it intends to "surprise customers with innovative alternatives to classic meat products and support them with reduced meat consumption" in the future too.

However, the concept of including hybrid meat in the range has been around for a long time. For example, since the beginning of July 2021, grocer Rewe has been selling meat under the brand name "Better Half", which is made up of 50 percent vegetables. The Netto Marken-Discount also has minced beef from the "Less Meat" brand with 44 percent vegetable preparation.

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