Seaweed wraps and insects in supermarket Lidl 

Insects, granola with mealworm powder, seaweed wraps, socks made from recycled fishing nets and ‘rescue food’. They were available on the shelves at all, over 400, Lidl branches in the Netherlands during the FutureGoods week, organized by supermarket chain Lidl in collaboration with incubator StartLife. The sustainable and innovative products were made by young, local startups and suppliers.

Future Goods 

Looking for innovative, healthy or sustainable ideas, the supermarket chain made an appeal summer 2018 to pitch ‘FutureGoods’. People responded in a massive way. An organization-wide jury chose 12 suppliers who got shelf space at Lidl. Furthermore, the chosen startups and suppliers have received guidance and support from Lidl and StartLife, to grow further towards large-scale production. 

“The consumer chooses more and more vegetable-based or sustainable products. With the FutureGoods week, Lidl makes these innovative products accessible for a large audience. Additionally, we offer local suppliers the opportunity to present their unique concept on the shelves of all Lidl branches”, says Erik van den Hoogen, senior purchasing manager at Lidl Nederland. 

Entrepreneurs and products 

The participating entrepreneurs and products are: 

  • Star Sock – Socks made from organic cotton and recycled fishing nets. 
  • Zzinga – A sustainable new version of honey wine drink with low alcohol content that helps protect the bee population. 
  • Gigi Gelato – 100% vegan ice cream, made with fruits and vegetables. 
  • Krusli – Cruesli made of residual food, also known as ‘rescue food’, for a sustainable breakfast. 
  • Seamore – Introduces the world to eating seaweed through seaweed wraps. 
  • Little Hero – Superfoods as a healthy and sustainable source of nutrients, for example edible insects. 
  • Farmer&Foodie – Carrot and tomato burgers with a footprint as low as possible.  
  • Bijt – Grow kits make it easy to grow your own biological sprouts at home. 
  • Arenshof – Potatoe bread - the recipe made it to the finals of the TV show ‘De Nieuwe Lekkerbek. 
  • GRO – Croquettes and ‘bitterballen’ from the tasty oyster mushroom, cultivated circularly. 
  • Food2smile – Popped Soja Chips and Sugar-Free Candies, sugar free alternatives for candy and chips. 
  • Banabar – The first biological fruit-and-nut bar based on dried bananas on the Dutch market. 


Startlife supports food & agri startups to develop into leading companies. 

Future goods