// Lidl GB is calling on supermarkets to introduce packaging design changes to help make fruit and veg appeal more to children
// The grocer has also confirmed it will remove cartoon characters from the packaging of all unhealthy products by Spring next year
Lidl GB is calling on supermarkets to introduce design changes on the packaging of fruit and veg products, in a bid to make them appealing to more kids.
The call comes as the discount grocer reveals that sales of its Oaklands Funsize range, specifically designed to encourage children to eat more greens, increased by more than a third since introducing the packaging back in 2017.
The collection comprises of fresh fruit and veg with quirky names and cartoon characters, such as Banana-Llamas and Tawny Tomatowl.
Doubling down on its bid to help children eat healthier diets, the discounter has also revealed it will scrap cartoon characters on unhealthy products by spring next year.
Over 14 different product categories will be impacted, such as sweets, chocolates and savoury snacks, with at least 30 products getting a fresh look, including the discounters Sweet Fruit Chews and Multicoloured Fizzy Belts.
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The move follows Lidl’s landmark removal of cartoon characters from cereal packaging in 2020, marking what it called “a significant step in helping families across the country make healthier choices”.
Research also revealed that over two-thirds (68%) of parents found child-friendly characters on unhealthy food and drink packaging made it more difficult to feed their children a healthy diet.
Lidl GB chief commercial officer Peter de Roos said: “Our ambition is to make high quality, healthy food accessible to all, and the principal way we achieve this is through our best value prices. But we also recognise that there are other barriers in place, particularly concerning children, and parents are telling us that unhelpful packaging is one of them.
“This is something that’s so simple for us supermarkets to change, and our results show the positive impact that these small changes can make. We hope other supermarkets follow in our footsteps so that, as a sector, we can be confident we’re doing all we can to support parents in helping to improve the diets of the next generation.”
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