Lidl calls for other supermarkets to make fruit and veg more appealing to kids
Lidl is calling on other supermarkets to make the packaging for fruit and veg products more appealing to children.
The move follows the success of its Oaklands Funsize range where sales increased by more than a third after the supermarket introduced the specially designed packaging in 2017.
The collection includes a range of fresh fruit and veg with fun names and cartoon characters, such as Banana-Llamas and Tawny Tomatowl.
In a bid to help children eat healthier diets and aid parents in combating pester power, Lidl has also announced that it will be removing cartoon characters on unhealthy products by the spring of next year. The change will be applied to 14 different product categories such as sweets, chocolates and savoury snacks, with at least 30 products getting a new look.
Lidl removed cartoon characters from cereal packaging in 2020 after research revealed that 68% of parents found child friendly characters on unhealthy food and drink packaging made it more difficult to feed their children a healthy diet.
Peter de Roos, chief commercial officer at Lidl GB, said: “Our ambition is to make high quality, healthy food accessible to all, and the principal way we achieve this is through our best value prices. But we also recognise that there are other barriers in place, particularly concerning children, and parents are telling us that unhelpful packaging is one of them.
“This is something that’s so simple for us supermarkets to change, and our results show the positive impact that these small changes can make. We hope other supermarkets follow in our footsteps so that, as a sector, we can be confident we’re doing all we can to support parents in helping to improve the diets of the next generation.”
