Lidl has announced it will make major changes to some of its most popular products in a bid to encourage healthier lifestyle choices – and tackle childhood obesity.
The supermarket giant, which has eight stores in Malta and Gozo, will remove cartoon characters from all its own-brand cereal packaging by the spring.
The move is aimed at helping parents tackle ‘pester power’ from their children while shopping in the aisles.
Lidl said it will introduce cartoon-free packaging on its Crownfield cereals to ‘allow existing stock to sell through and reduce waste’.
Georgina Hall from Lidl said: “We want to help parents 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.
‘This latest move underpins our commitment to making good food accessible for everyone and helping customers lead healthier lives.’
Katharine Jenner, a nutritionist at the charity Action on Sugar, said: ‘We fully applaud Lidl’s decision to remove cartoon characters from all its cereal packaging.
‘If they can do it, why can’t everyone else? We hope the tide is now turning and that other retailers and food manufacturers will follow suit.
‘We’re in the midst of a child obesity crisis and it’s wrong to advertise sugary, fatty, salty foods to kids.’