Lidl Ireland To Remove Cartoon Characters From Cereal Packaging

Lidl Ireland has announced plans to remove cartoon characters from the packaging of its own-brand cereals by the spring of this year.

The retailer will replace cartoon characters from the Crownfield line of cereals with new, cartoon-free branding.

The initiative is part of the retailer’s strategy to allow parents to choose healthy food items without any pestering from children for their favourite cartoon characters.

In February of last year, Lidl Ireland pledged to reduce sugar content by 20% across its private-label product range by 2020.

With a major focus on breakfast cereals, spreads, sauces, and sweet confectionery, Lidl Ireland has already reviewed approximately 350 private-label products to achieve this reduced-sugar target.

ESM