Aldi is launching a new logo – Live Healthy – to signpost healthier own-label products.
All products that bear the logo, including fresh produce, soups and yogurts, will meet the criteria of the government-endorsed Eatwell Guide to a healthy, balanced diet.
The government is planning to set targets for supermarkets to increase sales of healthier food as part of its 10-year Health Plan announced in June.
Aldi is aiming for healthier products to make up 85% of its sales by 2027, and to increase portions of fruit & veg sold by 14% by the end of 2027.
“Our mission has always been to make a variety of healthy food affordable for all,” said Aldi chief commercial officer Julie Ashfield.
“We know our customers want affordable, healthier options that fit into their everyday lives. The ‘Live Healthy’ logo is a simple, trustworthy signpost to help them do just that – without compromising on price or taste.”
Aldi’s Live Healthy logo launch comes after Lidl introduced a Live Well label in August to signpost healthier products.
Lidl said at the time that it was the first such scheme to target sustainability as well as health, with products bearing the Live Well logo aligning with Eat-Lancet Planetary Health Diet goals of cutting consumption of certain foods by 50% by 2050. The products also meet criteria approved by the British Nutrition Foundation.
Also in August, Aldi filed a trademark application for ’Live Well’, to cover a wide range of food and drink products.
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