Star chef Fabian Zbinden becomes Lidl brand ambassador

Lidl Switzerland and Fabian Zbinden, well-known start-up entrepreneur and chef, become partners. The 33-year-old from Bern will represent Lidl Switzerland as a brand ambassador in the future.

Christian Stucki, René Schudel, Anita Buri, Samuel Giger and Sina Frei are already active as brand ambassadors for Lidl Switzerland. They are now joined by Bernese start-up entrepreneur and chef Fabian Zbinden. As of now, the 33-year-old is on the road for Lidl Switzerland as a brand ambassador and is being sponsored by Lidl Switzerland.

Fabian Zbinden discovered his passion for cooking during his apprenticeship as a chef, which he completed, like his friend René Schudel, at the Victoria-Jungfrau Grand Hotel & Spa in Interlaken. He then worked for several years as a chef in Hollywood at Robert De Niro's Nobu restaurant. Since 2014, he has been a start-up entrepreneur and chef. The focus of Fabian, who has been eating vegan himself for several years, is on a plant-based diet. For Lidl Switzerland, he is thus an enrichment in the area of plant-based nutrition and an optimal complement to the long-standing partnership with René Schudel.

An important milestone in his career was the founding of his food truck "La Ribolitta" and the co-founding of the vegan start-up "Feel Food", which offers vegan ready meals such as "Chili sin Carne", "Red Lentil Dal" or "Pasta Bolo Vegan". The dishes consist of 100 percent organic plant-based ingredients. Fabian has also been working as a TV chef on "SRF bi de Lüt" since 2021.

"Plant-based nutrition and sustainable action are close to my heart. With Lidl Switzerland, I have a partner who shares the same values. That's what connects us," says Fabian Zbinden, "we both strive to take these issues seriously and I'm sure that this mindset will also be noticeable in our collaboration."

Vegan and vegetarian products in focus

Raphael Werner, Head of Marketing at Lidl Switzerland, warmly welcomes Fabian Zbinden and his commitment: "Fabian fits wonderfully into our existing efforts to offer the best quality at the best price across the entire range - also in the vegan and vegetarian area. We already offer a wide selection with over 80 vegan and vegetarian products and also over 150 fresh fruit and vegetable items every day."

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