In a move designed to help tackle "pester power," Lidl GB says it will remove cartoon characters from its private label cereals by spring.
The discount supermarket chain said the decision was sparked by a survey that found nearly three-quarters of parents felt pressured by their children to purchase certain items when grocery shopping, with more than half pointing to cartoon characters on cereal packaging as the culprit.
As a result, Lidl GB will introduce cartoon-free branding to eight of its cereals including Honey Nut Flakes, Cereal Cookie, Choco Hoops and Frosted Flakes.
“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,” said Georgina Hall, Lidl's head of corporate social responsibility, in a press release announcing the initiative.
Removing cartoon characters from its private-label cereals underpins Lidl's commitment to helping its customers make healthier food choices. Over the last five years it has reduced the amount of sugar in its cereals by 20%, and in 2014, Lidl became the first supermarket in Britain to remove sweets and chocolates from checkouts nationwide.
It has also increased the number of vegetables featured across its marketing, including newsletters, in-store leaflets and social media accounts.