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#1 Campaign in Retail · September 2026
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#1 Campaign
Retail · September 2026

Lidl High Protein Hybrid Meat Range

PR Campaign
Thursday 17th September, 2026

Lidl launched a range of meat products blended with pea protein, including sausages, mince, burgers and meatballs. The hook was a cheaper, ‘first-of-its-kind’ way to deliver at least 20% more protein, tapping into the surge in interest around high-protein eating while supporting Lidl’s sustainability commitments.

Why it worked: It hijacked the protein boom with a contrarian twist—meat made higher-protein and cheaper via pea-blend—backed by Google Trends and price comps.

The lesson: Consider reframing a hot trend with a counterintuitive upgrade plus third‑party data and clear price benchmarking to win quick trade coverage.

Lidl
14 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
ingredientsnetwork.com Lidl Netherlands launches hybrid beef and pea protein blended mince meat Monday 23rd September, 2024
foodmanufacture.co.uk Protein power: Lidl to launch “first-of-its-kind” hybrid meat range Thursday 17th September, 2026
greenqueen.com.hk Lidl Launches 'High-Protein' Blended Meat Range in the UK Thursday 17th September, 2026
theretailbulletin.com Lidl unveils hybrid meat range as demand for high-protein food soars | Retail Bulletin Thursday 17th September, 2026
theretailbulletin.com Lidl unveils hybrid meat range as demand for high-protein food soars | Retail Bulletin Thursday 17th September, 2026
grocerygazette.co.uk Lidl launches hybrid meat range as it targets protein-conscious shoppers - Grocery Gazette - Latest Grocery Industry News Thursday 17th September, 2026
foodmanagement.today Hybrid meat hits Lidl shelves | Food Management Today Thursday 17th September, 2026
thegrocer.co.uk Lidl launches ‘first-of-its-kind’ hybrid meat range with plant-based pea protein Thursday 17th September, 2026
businessgreen.com Lidl launches 'hybrid meat' and plant-based protein range | BusinessGreen News Thursday 17th September, 2026
businessgreen.com Lidl launches 'hybrid meat' and plant-based protein range | BusinessGreen News Thursday 17th September, 2026
vegconomist.com Lidl GB Adds Pea Protein to Own-Label Mince and Sausages as It Works Toward 2030 Plant Protein Target - vegconomist - the vegan business magazine Monday 21st September, 2026
bbcgoodfood.com Lidl's new high-protein meat range contains a surprising plant-based ingredient | Good Food Monday 21st September, 2026
esmmagazine.com Lidl GB Rolls Out High-Protein Meat Range With Pea Protein | ESM Magazine Tuesday 22nd September, 2026
plantbasednews.org Why Is Lidl Fortifying Animal Products With Plant-Based Protein? Sunday 27th September, 2026
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Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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