Discount Retail Chain Lidl ventures into hybrid meat products and introduces pea-minced meat mix. The minced meat mix consists of 60% minced beef and 40% pea protein and is now available in all Lidl stores. The step is a result of the innovation pilot in which meat substitutes were placed next to meat . Although more meat substitutes were sold, meat sales did not decrease. With the introduction of the hybrid minced meat, Lidl hopes that consumers will more often opt for more