German supermarket Lidl is leveling the playing field for plant-based foods. By price-matching its Venmondo vegan products to their animal-based equivalents, Lidl is upending the higher pricing model traditionally associated with plant-based fare. The retailer introduced Vemondo in 2020; the vegan line now includes over 100 items. In addition to lowering prices, Lidl is placing Vemondo products near their animal-derived counterparts in its over 3,250 German stores, making it easier for customers to find and compare plant-based options. It's also the first German food retailer to publicly disclose the ratio of plant to animal protein sources in its range, which currently stands at 11 to 89% (and 6 to 94% for dairy products). Lidl has committed to boosting plant-based protein's portion to 20% by 2030.