Lidl Ireland has announced plans to remove cartoon characters from the packaging of its own-brand cereals by the spring of this year.
The retailer will replace cartoon characters from the Crownfield line of cereals with new, cartoon-free branding.
The initiative is part of the retailer's strategy to allow parents to choose healthy food items without any pestering from children for their favourite cartoon characters.
Healthy And Informed Choices
Ciara Sheehan, corporate social responsibility manager at Lidl Ireland, commented, "Promoting and providing healthier food options for our customers is something we are passionate about at Lidl Ireland and we are proud to be leading the way in the Irish retail market with our significant commitments.
"We want to help parents across 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."
Sugar Reduction Goals
In February of last year, Lidl Ireland pledged to reduce sugar content by 20% across its private-label product range by 2020.
With a major focus on breakfast cereals, spreads, sauces, and sweet confectionery, Lidl Ireland has already reviewed approximately 350 private-label products to achieve this reduced-sugar target.
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.
