Lidl, the discounter, is urging other retailers to follow its lead in eliminating unhelpful packaging on food products in order to make high-quality, healthy food more accessible. Peter de Roos, the chief commercial officer for Lidl GB, explained that while offering the best value prices is crucial to their mission, they also recognize that packaging can be a barrier, especially for children. Lidl was the first British supermarket to use cartoon characters to encourage children to eat healthier, but a study conducted by Food Active and the Children’s Food Campaign found that character branding on packaging influences children’s food preferences. In fact, 68% of parents believe child-friendly characters make it difficult to feed their children a healthy diet.
Acknowledging the impact of packaging on consumer purchasing decisions, Lidl took a significant step in 2020 by removing cartoon characters from its own brand cereal packaging. Action on Sugar commended Lidl for this move, and Katharine Jenner, a nutritionist for the organization, called for other retailers and food manufacturers to follow suit. However, a recent study by the health watchdog still identified Lidl’s Crownfield Choco Hazelnut Pillows as having child-appealing packaging despite being high in sugar. Lidl GB has disputed this claim and is awaiting a response from the charity.
To further combat pester power and promote healthier choices, Lidl plans to remove cartoon characters from all so-called unhealthy products by spring 2024. Over 14 different product categories will be affected, including savoury snacks, chocolates, and sweets. In the meantime, Lidl continues to use quirky names and cartoon characters on its fruit and vegetable products targeted at kids. A naming competition for characters such as Banana-Llamas and Tawny Tomatowl resulted in increased sales.
Lidl is calling on the food and beverage industry to embrace these small changes in packaging design to support parents in improving the diets of the next generation. With its Healthy & Sustainable Diets Policy, Lidl aims to increase the sales of healthy and healthier products and fresh fruits and vegetables. As one of Europe’s leading retailers, Lidl hopes to inspire others to prioritize accessibility to high-quality, nutritious food.
