Lidl to make big change to packaging
Lidl will be removing all packaging designs deemed attractive to children from its least healthy own-brand products.
With the change due to be made by mid-2025, the products will no longer feature design elements such as 3D or animated shapes, brightly coloured patterns, or playful product names that do not reflect the items themselves.
The move goes further than new UK legislation that is set to restrict the advertising of less healthy products to children from October 2025,
Richard Bourns, chief commercial officer at Lidl GB, explained: “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.
“Introducing these changes ahead of the upcoming legislation on advertising, signals our readiness to meet and exceed these standards.”
Giving an example of how it will change some of its products, Lidl said the packing for its popular gummy bear sweets will be changed from a bright, cartoon-adorned design to something simpler that emphasises the sweets’ fruit flavours.
