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 said that it will replace cartoon characters from the Crownfield line of cereals with a 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’
“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,” said Ciara Sheehan, corporate social responsibility manager, Lidl Ireland.
"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."
In February of last year, Lidl Ireland pledged to reduce sugar content by 20% across its private-label product range by 2020, a move the discount retailer said was commended by Minister for Health, Simon Harris TD
With a major focus on breakfast cereals, spreads, sauces, and sweet confectionery, Lidl Ireland has already reviewed approximately 350 private-label products to reach the sugar target.
© 2020 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. Click subscribe to sign up for the Checkout print edition.