- Lidl Ireland commits to removing cartoon characters from all its cereal packaging in all stores by Spring 2020
- The move is designed to help parents tackle pester power and encourage healthier choices
- This follows Lidl’s commitment reduce the added sugar content in own brand products by 20% by the end of 2020 focusing primarily on foods that are popular with and consumed by children
Monday 6th January: Lidl Ireland
has today announced that it will stop displaying cartoon characters on
its own-brand cereal ranges by Spring 2020, to help parents tackle
pester power in the supermarket aisles.
To help parents tackle pester power and make healthy and informed
choices, Lidl is removing cartoon characters from the packaging of the
following items, introducing new, cartoon-free branding:
• Crownfield Honey Nut Flakes
• Crownfield Honey Hoops
• Crownfield Choco Rice
• Crownfield Rice Snaps
• Crownfield Frosted Flakes
• Crownfield Choco Hoops
• Crownfield Choco Shells
Ciara Sheehan, Corporate Social Responsibility Manager at Lidl Ireland
said: “Promoting and providing healthier food options for our customers
is something we are passionate about at Lidl Ireland and we are proud to
be leading the way in the Irish retail market
with our significant commitments. We want to help parents across
Ireland make healthy and informed choices about the food they buy for
their children. This latest move underpins our commitment to helping
customers lead healthier lives.”
The removal of cartoon characters from all own-brand cereals builds on Lidl’s existing work, which has seen the supermarket commit to reducing the sugar content in own brand products by 20% by the end of this year – a move commended by Minister for Health, Simon Harris TD. Food categories such as breakfast cereals, spreads, sauces, and sweet confectionery are a major focus. Lidl Ireland have reviewed approximately 350 own brand products in order to reach this sugar target.
