Lidl is removing all packaging designs deemed “attractive to children” from its least healthy own-brand products by the middle of the year.
The German discounter‘s products will no longer feature design elements such as 3D or animated shapes, brightly coloured patterns, or playful product names that do not reflect the items themselves.
The retailer aims to go beyond new UK legislation, which will limit unhealthy product ads to children from October 2025.
Giving an example of how it will change some of its products, Lidl said the packing for its popular gummy bear sweets will be changed from a bright, cartoon-adorned design to something simpler that emphasises the sweets’ fruit flavours.”
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Lidl GB chief commercial officer Richard Bourns said: “We know that households want to achieve healthier lifestyles and so we’re fully committed to helping families adopt better habits while still having access to high-quality, affordable, and enjoyable products.
“As a father of young children myself, I know how influential packaging designs can be on their preferences, and therefore understand the importance of taking a proactive position to better support parents up and down the country.
“Introducing these changes ahead of the upcoming legislation on advertising, signals our readiness to meet and exceed these standards.
The move builds on Lidl’s 2020 packaging changes, when it became the first UK supermarket to confirm the removal of cartoon characters from its breakfast cereals. In 2024, this policy was expanded to ban cartoon characters from all ‘less healthy’ products aimed at children.
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