Lidl UK Fights Pester Power


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.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.