// Lidl to stop displaying cartoon characters on own-brand cereal ranges from spring 2020
// The initiative is to help parents tackle pester power and encourage healthier choices
Lidl has announced it will stop displaying cartoon characters on its own-brand cereal ranges in the UK to help parents tackle pester power and encourage healthier choices in the supermarket aisles.
The initiative is in response to nearly three-quarters of parents saying they experience pester power from their children in the supermarket aisles, with over half of them claiming that the cartoon packagings encouraged this.
The cartoon packaging will be removed from Lidl’s Crownfield cereals from spring 2020.
READ MORE: Lidl to invest £10m to increase hourly wages for staff
“We want to help parents across Britain make healthy and informed choices about the food they buy for their children,” Lidl head of corporate social responsibility Georgina Hall said.
“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.”
The removal of the packaging follows Lidl’s existing work. In 2015, the German discounter became the first supermarket to remove sweets and chocolates from checkouts nationwide.
Click here to sign up to Retail Gazette‘s free daily email newsletter
