Home Trends Design Lidl Initiates Packaging Overhaul to Promote Healthier Choices for Kids

Lidl Initiates Packaging Overhaul to Promote Healthier Choices for Kids

Lidl GB has announced a pioneering initiative to remove child-centric packaging from its less healthy own-brand products within the next six months. This decision aims to assist parents and children in making healthier dietary choices by eliminating designs that appeal to young consumers. 

The supermarket chain plans to eliminate features such as 3D or animated shapes, brightly colored patterns, and playful product names that do not accurately represent the items. For instance, Lidl’s gummy bears, which currently showcase bright, cartoon-based packaging, will transition to designs emphasizing their fruit flavors. 

This initiative builds upon Lidl’s previous efforts; in 2020, the retailer was the first UK supermarket to remove cartoon characters from its breakfast cereals. In 2024, it expanded this policy by banning such characters from all ‘less healthy’ products aimed at children. The current move further solidifies Lidl’s commitment to responsible marketing and supporting healthier lifestyles. 

Richard Bourns, Chief Commercial Officer at Lidl GB, stated, “Introducing these changes ahead of the upcoming legislation on advertising signals our readiness to meet and exceed these standards.” He added that Lidl aims to continue its legacy of leading the way in supporting healthier lifestyles by removing unhelpful packaging and enhancing designs for products that contribute to better diets. 

This proactive measure comes in anticipation of new legislation set to take effect in October, which will restrict the advertising of ‘less healthy’ food and drinks. Under the forthcoming regulations, identifiable products falling into the ‘less healthy’ category will be prohibited from appearing on television before the 9 pm watershed and will face online advertising bans. 

Lidl’s initiative aligns with calls from health advocacy groups. In 2023, Action on Sugar urged the removal of child-friendly packaging from foods high in fat, salt, and sugar, highlighting the role such marketing plays in influencing children’s food preferences. 

By undertaking these packaging changes, Lidl not only demonstrates corporate responsibility but also sets a precedent for the retail industry in promoting healthier consumer choices through mindful packaging strategies.