Lidl to remove cartoon characters from own-brand cereal boxes

David Prior's picture

Lidl is to remove cartoon characters from its own-brand cereals to help alleviate the pressure of children's "pester power".

The retailer will introduce the rebranded packaging on its Crownfield cereals from the spring, to “allow existing stock to sell through and reduce waste”.

The cereals include Choco Shells, which features two cartoon penguins on the box, and Rice Snaps, which uses a cartoon crocodile.

Georgina Hall, Lidl's head of corporate social responsibility, said: "We want to help parents across Britain make healthy and informed choices about the food they buy for their children.

"We know pester power can cause difficult battles on the shop floor and we're hoping that removing cartoon characters from cereal packaging will alleviate some of the pressure parents are under.

"This latest move underpins our commitment to making good food accessible for everyone and helping customers lead healthier lives."

Last year, an Opinium survey of 1,000 parents of primary school-aged children found that three-quarters experienced pressure from their children when shopping.

Professor Louis Levy, from Public Health England, called on other retailers to follow Lidl's example.

Lidl, which has 790 stores in the UK, said it had reduced sugar in its own-brand cereal by more than 20% since 2015.