Lidl GB To Remove Design Elements Targeted At Kids From Own-Brand Products

By: Trademagazin editor Date: 2025. 02. 06. 09:33

Lidl GB has pledged to phase out all packaging designs deemed attractive to children from its ‘least healthy’ own-brand products by mid-2025.

The design elements include 3D or animated shapes, brightly coloured patterns, or playful product names that do not reflect the items themselves, the discounter noted.

The move will see Lidl’s gummy bear SKUs transition to a more product-focused design that emphasises its fruit flavours. Currently, it features bright, cartoon-adorned packaging.

Richard Bourns, chief commercial officer at Lidl GB, commented, “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.”

Packaging Changes

Lidl UK’s latest initiative builds on its 2020 packaging changes, which saw the supermarket removing cartoon characters from its breakfast cereals to help parents resist pester power.

In spring 2024, this policy was expanded to include cartoon characters from all ‘less healthy’ products aimed at children.

In 2014, the discounter removed sweets and chocolates from checkouts across the country.

Rebecca Tobi, senior business and investor engagement manager at the Food Foundation, welcomed Lidl’s latest initiative and stated, “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.”