Lidl has announced that it will stop displaying cartoon characters on its own brand cereal ranges in the UK this year to help parents tackle so-called pester power from their children.
The move follows research that found nearly three-quarters of parents experienced pester power and that over half believed that cartoon characters on cereal packaging encouraged it.
Georgina Hall, head of corporate social responsibility at Lidl, said: “We want to help parents across Britain 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.”
Lidl will be introducing the cartoon-free packaging on all eight of its Crownfield cereals, including Frosted Flakes, Choco Rice and Honey Hoops, from spring.
The removal of cartoon characters builds on Lidl’s existing work, which has seen the supermarket achieve a reduction of over 20% in the volume of sugar across its own brand cereal range since 2015.
