- Lidl GB is calling on other supermarkets to introduce packaging design changes to make fruit and veg appeal more to children
- Call comes after the discounter saw 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 more designed to help parents and carers encourage kids to eat their five-a-day
- The discounter has also confirmed it will remove cartoon characters from packaging of all unhealthy products by Spring next year
15th May 2023: Lidl GB is calling on other supermarkets to introduce design changes on the packaging of fruit and veg products, to help make them appeal more to kids.
The call comes as the discounter reveals that sales of its Oaklands Funsize range increased by more than a third since introducing the specially designed packaging in 2017.
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 held 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 closed.
Doubling down on its bid to help children eat healthier diets and aid parents in combating pester power, the discounter has announced it will also remove cartoon characters on unhealthy products by Spring next year*. Over 14 different product categories will be impacted, such as 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 in 2020. The changes mark a significant step in helping families across the country make healthier choices, after research revealed that 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.1
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 also recognise that there are other barriers in place, particularly concerning children, and parents are telling us that 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. 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 comes following 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.
Notes to Editors
The FSA’s Nutrient Profiling Model (NPM) is used to assess which products are unhealthy.
*Christmas, Easter, and Halloween are special occasions in a child’s life and do not define their everyday diets. For this reason, we have decided to make an exception for these occasions.
1 Food Active and Children’s Food Campaign: Pester Power or Parent Power? 2020, https://foodactive.org.uk/wp-content/uploads/2020/07/Cartoon-Characters-Report-July-2020.pdf
About Lidl GB
Since establishing itself in Great Britain in 1994, Lidl GB has experienced continuous growth and today has over 31,000 employees, over 960 stores and 13 distribution centres in England, Scotland and Wales.
As part of the Schwarz retail group, Lidl is one of Europe’s leading organisations in the food retail industry. The supermarket, which has more than 360,000 employees globally, currently operates approximately 12,000 stores and more than 200 warehouses and distribution centres in 31 countries.
The supermarket takes pride in providing its customers with the highest quality products at the lowest possible prices throughout Great Britain, from Kirkwall to the Isle of Wight. Social responsibility and sustainability are at the core of the company's daily operations, with the company placing a strong emphasis on its responsibility for people, society, and the environment. Lidl GB is passionate about working with British producers and sources two thirds of its products from British suppliers.
The Schwarz Group, which operates worldwide as a retail group, generated a turnover of €133.6 billion in the financial year 2021.
For more information about Lidl GB visit https://corporate.lidl.co.uk/.