Lidl: Improving Healthy Diets with £500m of UK Grown Berries

Lidl GB has announced a £500m (US$625m) sourcing investment in the British berry industry. The retailer plans to increase its volume of UK-grown berries during the next five years.

The investment comes as consumer demand for fresh and healthy produce continues to grow. According to Lidl GB, shoppers are choosing berries in greater numbers than before.

This trend shows growing public awareness of the connection between diet and long-term health outcomes.

One benefit to eating more is that they are a source of fibre and eating more fibre is linked to a lower risk of heart and circulatory diseases, states the British Heart Foundation.

Berries in particular have been studied for their high concentrations of beneficial plant compounds called polyphenols, which may help protect cells from damage and reduce inflammation in the body.

UK-grown berries support dietary health

The investment also comes at a time when public health officials are increasingly concerned about diet-related illness.

In 2023, the NHS spent approximately £6.5bn (US$8.7bn) each year treating conditions linked to poor diet and obesity. 

The supermarket chain has signed new five-year agreements with British-based berry suppliers. These contracts could provide suppliers with greater certainty to invest and expand their operations.

The company says it wants to offer customers quality products that are locally sourced through long-term partnerships with British suppliers.

Berry sales at Lidl GB have seen their largest year-on-year increase. The retailer was recognised as the British Berry Retailer of the Year.

The growing interest in berries could indicate wider changes in shopping habits.

Fruit and vegetables provide essential vitamins, minerals and fibre that support overall health.

They help maintain healthy digestion, may lower the risk of bowel cancer, heart disease, stroke and some cancers, according to the NHS.

Rising berry consumption

According to Lidl GB, blueberries are becoming one of Britain's fastest-growing fruit categories. The retailer has seen a surge of 200% in blueberry sales in the last three years.

Blackberries have also seen strong growth of 93%. Strawberries have grown by 50% in the same time period.

According to the UK Government, in 2025 only 17% of adults met the recommendation of five fruits and vegetables a day.

Increasing the availability and affordability of fresh berries could help more people reach their five-a-day target.

"We are backing British farming with a £500m (US$670m) vote of confidence in our British berry growers. By extending our long-term agreements, we're providing the security suppliers need to build a resilient future," says Richard Bourns, Chief Commercial Officer at Lidl GB.

Accessible healthy foods at lower prices

Richard says the retailer aims to be a first-choice partner for British growers.

The company wants to provide a framework that enables suppliers to invest and scale their operations.

"It is our clear ambition to be the first-choice partner for British growers. By building a framework providing long-term security, we enable our growers to confidently invest, innovate and scale alongside us. And by investing in these partnerships, we are making fresh, healthy produce more accessible to our customers - offering the best British berries at unbeatable prices," says Richard.

The berry investment forms part of Lidl GB's broader £30bn (US$40bn) commitment to British food and farming. The retailer announced this strategy towards the end of 2025.

The strategy includes backing British suppliers and supporting long-term sustainable growth. Lidl GB has outlined several sustainability initiatives connected to health and environmental outcomes.

Lidl's Healthy and Sustainable Diets strategy reflects its commitment to improving public health by making nutritious food accessible, affordable and appealing to all customers.

Recognising that healthy eating plays a key role in preventing obesity, cardiovascular disease, type 2 diabetes and other diet-related conditions, Lidl has embedded health and wellbeing into its sustainability agenda.

The retailer is actively increasing the availability of healthier products, expanding its range of plant-based foods and reformulating products to reduce fats and sugars while boosting fibre content.

Through initiatives such as weekly fruit and vegetable discounts, the promotion of wholegrains and plant-based proteins and its pioneering fibre strategy, Lidl aims to encourage healthier dietary habits among consumers.

By aligning its long-term vision with the Planetary Health Diet and working in partnership with organisations such as WWF, Lidl is supporting healthier lifestyles while also promoting environmental sustainability.

These efforts help remove barriers to healthy eating, challenge the perception that nutritious food is expensive and empower customers to make positive dietary choices that benefit both their health and the health of the planet.

Furthermore, Lidl's investment in research, collaboration with universities and use of evidence-based approaches to influence consumer behaviour demonstrate a long-term commitment to improving population health.

By providing healthy recipes, nutrition guidance, clear product labelling and targeted promotions, Lidl helps customers make informed food choices that can support better overall wellbeing.

Collectively, these initiatives contribute to creating a food environment that encourages balanced diets, supports healthy weight management and promotes lifelong healthy eating habits across communities.