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Lidl to remove images of cartoon characters from cereal packaging

Lidl is to stop displaying cartoon characters on its own-brand cereal ranges in the UK as it looks help parents tackle so-called pester power from their… View Article

FOOD & DRINK

Lidl to remove images of cartoon characters from cereal packaging

Lidl is to stop displaying cartoon characters on its own-brand cereal ranges in the UK as it looks help parents tackle so-called pester power from their children.

The move follows research by Opinium 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 cartoon-free packaging on its Crownfield cereals from spring 2020.

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