Retail News

Lidl NI removes cartoon characters from cereal packaging

Lidl Northern Ireland has announced it will stop displaying cartoon characters on its own-brand cereal ranges by Spring 2020, to help parents tackle pester power in the supermarket aisles.

New, cartoon-free branding will be introduced across the following Crownfield-branded lines:  Honey Nut Flakes, Honey Hoops, Choco Rice, Rice Snaps, Frosted Flakes, Choco Hoops and Choco Shells.

“Promoting and providing healthier food options for our customers is something we are passionate about at Lidl Northern Ireland and we are proud to be leading the way in the Northern Irish retail market with our significant commitments,” said Ciara Sheehan, corporate social responsibility manager at Lidl Northern Ireland.

“We want to help parents across Northern Ireland make healthy and informed choices about the food they buy for their children. This latest move underpins our commitment to helping customers lead healthier lives.”

The removal of cartoon characters from all own-brand cereals builds on Lidl’s existing work, which has seen the supermarket commit to reducing the sugar content in own brand products by 20% by the end of this year. Food categories such as breakfast cereals, spreads, sauces, and sweet confectionery are a major focus. Lidl Ireland has reviewed approximately 350 own brand products in order to reach this sugar target.

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