Lidl Germany and ProVeg Incubator have joined forces to find what are described as ‘innovative cheese alternatives’ in a new startup competition.
“The market for cheese alternatives is continuously growing and evolving. A recent Good Food Institute analysis found that the value of plant-based cheese sales across six European countries grew 7% between 2022 and 2023 to EUR 194 million. In the same period, unit sales increased by 10%, and sales volume by 9%. Germany shows significant strength in the sector, with the largest market for cheese alternatives in Europe – in 2023, the country had a sales value of EUR 39 million.
According to the latest Smart Protein Project consumer survey, a quarter of European respondents expressed a desire for greater availability of plant-based cheese products. This seems like a high figure considering we at LSM have never even thought about the availability, or otherwise, of plant-based cheese in any meaningful way. However, given the choice between more choice and less choice among cheese or, indeed, any other consumable, it is perhaps not surprising that a lot of people favour greater over lesser availability.
Lidl Germany has partnered with the ProVeg Incubator to launch a new competition “to find exceptional plant-based cheese alternatives across Europe and a selection of other countries.”
The retailer intends to sell the winning fauxmage in selected stores across Germany under its private label, Vemondo.
The Lidl x ProVeg Cheese Alternative Innovation Competition is open to end products and ingredients or technologies that could be used in the production process.
“This challenge is a unique opportunity for startups to work closely with a major retailer, get their products to a mass market, and contribute to advancing sustainable food options. We look forward to seeing the creativity and innovation that participants will bring to the table,” said Antje Räuscher, Head of the ProVeg Incubator.
“We’re looking to hear from applicants who bring something extraordinary to the table – whether it’s a delicious cheese alternative or an innovative ingredient or technology that can revolutionise the production of cheese alternatives. We are looking for true innovation in categories that show the greatest potential for improvement, with a focus on alternatives to hard cheeses and sliced cheeses. We are also open to extraordinary alternatives for other types such as spreads, meltable cheeses, aged varieties, and grated cheeses,” said Christoph Graf, Head of Purchasing and therefore a big cheese in his own right at Lidl in Germany.
To apply, candidates must complete a short application form with the immortal title ‘Are you the future of cheese?’ and send samples for review, where applicable, by the deadline of 27 April 2025, so that’s the date for your dairy. Lidl will presumably supply its own crackers.
Finalists will be selected on May 18 and curd find themselves invited to pitch cheese in the next rind of the competition to a panel of judges at a tasting event in Bad Wimpfen later in the Spring, after which the winner will be announced.
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