# Plant-Based Cheese Competitions Lidl and ProVeg Partnered to Support Plant-Based Innovation By Michael Hemsworth | Published 2025-03-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/lidl-and-proveg References: [foodanddrinktechnology](https://www.foodanddrinktechnology.com/news/57974/lidl-and-proveg-join-forces-to-find-innovative-cheese-alternatives-in-new-startup-competition/) & [lidl.de](https://www.lidl.de)  [Lidl](https://www.trendhunter.com/trends/restaurant-takeover) and [ProVeg](https://www.trendhunter.com/trends/proveg-international-catering-guide) have joined forces in Germany for the Cheese Alternative Innovation Competition to hep bolster support for plant-based foods in Europe and abroad. The competition will see the retailer supporting the alternative protein startup incubator in encouraging additional startups to submit their products with the chance to have them in select stores in Germany under the [Vemondo](https://www.trendhunter.com/trends/supermarket-campaigns) private label. The competition requires candidates to enter a short application form alongside samples to be reviewed before April 27, 2025 with the finalists selected on May 18 before a final winner is chosen later into the spring. Head of Purchasing at Lidl Christoph Graf spoke on the Lidl and ProVeg competition saying, "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." ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 34% | Activity: 41% | Freshness: 36% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Alternative Cheese Development:** The growing interest in cheese alternatives presents opportunities for creating diverse flavor profiles and innovative ingredients that mimic traditional cheeses. - **Retail Collaboration with Incubators:** Partnerships between retailers and startup incubators enhance support for new plant-based food products through market access and validation. - **Incubator-led Innovation Competitions:** Innovation competitions act as catalysts for discovering groundbreaking plant-based food technologies and advancing sustainable production methods. ### Who This Affects Most - **Plant-based Foods:** The plant-based food industry is expanding rapidly, driven by increased consumer demand for sustainable and ethical dietary options. - **Alternative Proteins:** The alternative protein sector is dynamically evolving, fostering inventive approaches to produce animal-free dietary proteins endowed with taste and nutritional parity. - **Grocery Retail:** Grocery retailers are increasingly collaborating with innovative startups to diversify their product offerings and meet changing consumer preferences. ## Related on Trend Hunter - [Vegan Product-Promoting Supermarket Campaigns](https://www.trendhunter.com/trends/supermarket-campaigns.md) - [Plant-Powered Restaurant Takeovers](https://www.trendhunter.com/trends/restaurant-takeover.md) - [Accessible Plant Protein Ranges](https://www.trendhunter.com/trends/vemondo-plant.md) - [Plant-Based Product Accreditations](https://www.trendhunter.com/trends/plantbased-trademark.md) - [Plant-Based Cheese Partnerships](https://www.trendhunter.com/trends/stockeld-dreamery-and-plantega.md) - [Plant-Based Private Label Entrees](https://www.trendhunter.com/trends/aldi-plant-menu.md) - [Marinated Plant-Based Ribs](https://www.trendhunter.com/trends/vemondo-vegan-ribs.md) - [Private Label Vegan Foods](https://www.trendhunter.com/trends/aldi-my-vay.md) - [Plant Milk-Based Cheese Products](https://www.trendhunter.com/trends/vevan-uncreamcheese.md)