The hopes to promote healthier eating among children

In an attempt to promote healthier eating Lidl Ireland ban the use of cartoon characters on all of their original cereal boxes.

Their cartoon characters can attract children to the boxes and encourage “pester power” by the bright colours.

The supermarket chain has committed to making this affective by Spring 2020 and also to reduce its sugar content in own-brand products by 20% by the end of this year.

The cartoon-free branding will apply to:

•        Crownfield Honey Nut Flakes
•        Crownfield Honey Hoops
•        Crownfield Choco Rice
•        Crownfield Rice Snaps
•        Crownfield Frosted Flakes
•        Crownfield Choco Hoops
•        Crownfield Choco Shells

Ciara Sheehan, Corporate Social Responsibility Manager at Lidl Ireland, said:

“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.

“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.”