Lidl brings in change for shoppers buying 'least healthy' items at till

Lidl brings in change for shoppers buying 'least healthy' items at till
-Credit:Reach Publishing Services Limited


Lidl has issued a big update to shoppers buying its "least healthy" products. The German supermarket giant, which is rivalled by Aldi, Sainsbury's, Tesco, Morrisons, is bringing in a big packaging change for consumers and customers across the country.

Lidl has announced plans to remove all packaging designs attractive to children. Lidl says it is taking steps towards more “responsible marketing” by removing packaging designs geared towards children from its least healthy own-brand products.

It is a commitment which Lidl claims to be an industry first. Any designs which could be attractive to children, such as 3D or animated shapes, brightly coloured patterns, or playful product names that do not reflect the items themselves, will be scrapped.

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The supermarket hopes the move will help parents and children make “healthier choices”. The retailer says it will “continue to ensure its packaging remains engaging but will focus on celebrating the quality and natural characteristics of its products”.

“Introducing these changes ahead of the upcoming legislation on advertising, signals our readiness to meet and exceed these standards,” says Richard Bourns, chief commercial officer at Lidl GB. “Lidl has long been making changes for the better, so it’s great that we’re continuing our legacy of leading the way in supporting healthier lifestyles by removing unhelpful packaging and enhancing designs for products that contribute to better diets, like our funsize fruit and veg range,” he added.

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Senior business and investor engagement manager at the Food Foundation Rebecca Tob added: "Despite the critical importance of good nutrition for children, commercial foods high in sugar and salt are often heavily marketed towards children, making it impossibly hard for families to navigate their way through the supermarket aisles without falling victim to pester power.

"Ahead of new government regulation coming in later this year, this is a very welcome and market-leading move by Lidl GB to better support families to access healthier diets."