The United Kingdom division of discount grocer Lidl is removing cartoon characters from its private brand cereal in an attempt to support parents in resisting “pester power” from children.
The grocer said three-quarters of parents it asked said they experienced pester power from their children while grocery shopping, with half believing that cartoon characters on the packaging played a role.
The discounter is removing cartoon characters from the packaging of the following items and introducing new, cartoon-free branding: Honey & Peanut Cornflakes, Multigrain Rings, Honey Rings, Choco Rice, Rice Snaps, Frosted Flakes, Honey Rings, Choco Shells, and Cereal Cookies.
“We want to help parents across Britain make healthy and informed choices about the food they buy for their children,” Georgina Hall, head of corporate social responsibility at Lidl, said.
“We know pester power can cause difficult battles on the shop floor and we’re hoping that removing cartoon characters from cereal packaging will alleviate some of the pressure parents are under.”
Under British advertising rules, brands are not allowed to market foods that are high in fat, sugar or salt to children, while separately cartoon characters should not be used to appeal to children. However, product packaging falls outside the scope of the Advertising Standards Authority.