Lidl has become the first major retailer to adopt the Vegetarian Society’s ‘Plant Based’ trademark, designed to be a “gold standard of accreditation”.
The trademark has been added to Lidl’s Vemondo Plant range, which it launched in October, tripling its plant-based offering in the process.
As well as containing no animal ingredients, products using the trademark must have a ‘key plant-based characteristic’. For example, a strawberry drink with flavour derived from strawberries would be eligible, while one flavoured synthetically would not.
The standard of accreditation goes beyond a proposed ISO definition, and has been developed based on consultancy and reviews of case law, according to the Vegetarian Society.
“It’s fabulous to have Lidl on board with its fantastic Vemondo Plant range now being certified to use the Plant Based trademark,” said Vegetarian Society head of trademarks Vanessa Brown.
“Customers are looking for reassurance from an easy-to-read label and will be able to see the trademark on products in Lidl stores soon.
“Developments in the marketplace see customers looking for different terminology. ‘Plant-based’ is a term which resonates with them and manufacturers too.
“The Vegetarian Society offers third-party checking, registration and trademark services for products which meet the plant-based criteria and for companies who would like to use plant-based terminology, to give customers the confidence to make informed purchases.”
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