https://www.linkedin.com/in/brian-moore-038b8112/recent-activity/all/
Lidl GB is reaffirming its commitment to “responsible marketing” by removing all packaging designs deemed attractive to children from its least healthy own-brand products by the middle of this year.
Going further than new legislation that is set to restrict the advertising of less healthy to children from October this year, they are eliminating design elements, i.e. animated shapes, brightly coloured patterns, or playful product names that do not reflect the items themselves.
i.e. Lidl’s gummy bears will transition from bright, cartoon-adorned packaging to a simpler, more product-focused design that emphasises its fruit flavours.
In 2020 Lidl became the first supermarket in the UK to confirm removal of cartoon characters from its breakfast cereals to help parents resist pester power.
Early 2024, they added a ban on cartoon characters from all ‘less healthy’ products aimed at children.
Lidl stated that its strengthened commitment aims to ensure that any product deemed as least healthy according to the WHO Nutrient Profiling Model or FSA Nutrient Profiling Model, alongside any breakfast cereal, cannot be marketed in a way that appeals to children, with only the healthiest of products being targeted at them.
“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,” said Richard Bourns, Chief Commercial Officer at Lidl GB.
“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.
“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, added: “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.”
NamNews Implications:
* Worth keeping in mind that this is a discounter initiative…
* And has to be a pointer for other grocers…
* Leading to some pressure on brands in affected categories, maybe?
HFSS
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