Lidl and ProVeg join forces to find innovative cheese alternatives in new startup competition

Lidl in 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 market for cheese alternatives is continuously growing and evolving, and Lidl is on a mission to discover something truly innovative to offer its customers.

The retailer has joined forces with the alternative-protein startup incubator in order to reach the most innovative startups across the region, with the aim of selling the winning product in selected stores across Germany under its private label, Vemondo.

The Lidl x ProVeg Cheese Alternative Innovation Competition is open to end products, as well as ingredients or technologies that could be used in the production process.

“We are delighted to collaborate with Lidl on this exciting innovation competition. Plant-based cheese remains one of the most dynamic areas for growth and development in the food sector, and this initiative provides an important platform to showcase groundbreaking solutions,” said Antje Räuscher, head of the ProVeg Incubator.

“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,” she added.

The winner of the competition will have the opportunity to collaborate with Lidl in Germany to bring the winning product to Lidl’s shelves with a listing in selected stores in Germany under its private label, Vemondo.

The winning startup will benefit from access to Lidl’s customer base, gain exposure for its product, and receive direct feedback and support in getting the product listed. The winner will also benefit from promotional activity from both Lidl and ProVeg.

“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,” said Christoph Graf, head of purchasing at Lidl in Germany.

He added: “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, but we are also open to extraordinary alternatives for other types such as spreads, meltable cheeses, aged varieties, and grated cheeses.”

The competition is open to startups and businesses developing innovative alternatives to traditional dairy cheese, in the form of end products, ingredients, and process technology used in the production of cheese alternatives.

To apply, applicants must have a business registered in the EMEA (Europe, the Middle East and Africa) region. For product entries, products must be approved for sale in Germany, meet all applicable food safety and regulatory standards, hold valid IFS Higher Level or BRCGS certifications for finished products, and be market-ready and suitable for retail distribution.

For entries in the ingredients and processing technologies category, applicants are encouraged to showcase the potential for their ingredient or technology to be seamlessly integrated into existing production processes and scale effectively.

To apply, candidates must complete a short application form and send samples for review, where applicable, by 27 April 2025. Finalists will be selected on 18 May and invited to pitch to a panel of judges, including Lidl’s top decision makers, at a tasting event in Bad Wimpfen later in the Spring, after which the winner will be announced.

The judging panel includes Arne Wiest (Purchasing Director at Lidl), Verena Fein (quality and sustainability at Lidl), Godo Röben (alternative protein consultant), and Katleen Haefele, director of corporate and institutional engagement at ProVeg International.

Those interested and eligible to apply must submit their application by 27 April 2025 at https://hubs.ly/Q03bGZl00

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