Lidl is making its least healthy own-brand snacks less attractive to children by ditching packaging designs likely to appeal to them, in a claimed industry first.
The move includes eliminating design elements such as 3D or animated shapes and “playful product names” that do not reflect the product itself.
For example, Lidl’s gummy bears are to move from “bright, cartoon-adorned packaging to a simpler, more product-focused design that emphasises its fruit flavours”.
The move – which follows Lidl’s removal of cartoon characters from own-label cereal in 2020, and then from ‘less healthy’ products aimed at children last year – is due to be completed by mid-2025.
It goes further than UK legislation which is due to restrict advertising of products high in fat, sugar or salt to children from October.
Lidl said it aimed to ensure products deemed as ‘least healthy’ under the World Health Organization or Food Standards Agency’s Nutrient Profiling Model could not be marketed in a way that appeals to children, with only the healthiest of products being targeted at them instead.
“We know 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,” said Lidl GB chief commercial officer Richard Bourns.
“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.
“Lidl has long been making changes for the better, so it’s great that we’re continuing our legacy of leading the way in supporting healthier lifestyles by removing unhelpful packaging and enhancing designs for products that contribute to better diets, like our Funsize fruit and veg range.”
Rebecca Tobi, senior business and investor engagement manager at the Food Foundation, said: “Despite the critical importance of good nutrition for children, commercial foods high in sugar and salt are often heavily marketed towards children, making it impossibly hard for families to navigate their way through the supermarket aisles without falling victim to pester power.
“Ahead of new government regulation coming in later this year, this is a very welcome and market-leading move by Lidl GB to better support families to access healthier diets.”
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