It issued the friendly challenge after Lidl noticed sales increase by over a third on its specially designed Oaklands Funsize fruit range.
Lidl was the first supermarket to introduce fruit and veg packaging aimed at children, a move aimed at helping parents and carers encourage kids to eat their five-a-day.
It's also pledged to remove all cartoon characters from packaging of all 'unhealthy' products by Spring next year.
Lidl was the first British supermarket to introduce a range of healthy products specifically designed to encourage children to eat more greens. The collection comprises of fresh fruit and veg with quirky names and cartoon characters, such as Banana-Llamas and Tawny Tomatowl.
To further engage youngsters, competitions were staged to name and design cartoon characters. The result has been the introduction of numerous memorable characters, including Koala Pears, which led to nearly a quarter of a million additional units being sold the year after the competition ended.
Doubling down on its bid to help children eat healthier diets and aid parents in combating pester power, the discount store announced it will also remove cartoon characters on unhealthy products by Spring next year.
Over 14 different product categories will be impacted, like sweets, chocolates and savoury snacks, with at least 30 products getting a fresh look, including the discounters Sweet Fruit Chews and Multicoloured Fizzy Belts.
The move follows Lidl’s landmark removal of cartoon characters from cereal packaging back in 2020. The changes mark a significant step in helping families across the UK make healthier choices, after research revealed over two thirds (68%) of parents found child friendly characters on unhealthy food and drink packaging made it more difficult to feed their children a healthy diet.
Peter de Roos, Chief Commercial Officer at Lidl GB said: “Our ambition is to make high quality, healthy food accessible to all, and the principal way we achieve this is through our best value prices.
"But we are also aware that there are other barriers in place, particularly concerning children, and parents tell us unhelpful packaging is one of them. This is something that’s so simple for us supermarkets to change, and our results show the positive impact that these small changes can make."
He concluded by saying: "We hope other supermarkets follow in our footsteps so that, as a sector, we can be confident we’re doing all we can to support parents in helping to improve the diets of the next generation.”
The announcement follows the publication of Lidl GB’s new Healthy & Sustainable Diets Policy, which aims to ensure diets are healthier, more sustainable and easier to understand to aid customers decision making in-store.
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