What: Lidl is advocating for change in kids consumer habits and hopes the industry will follow suit.

Why it is important:  low cost retailers are usually not the ones calling for industry-wide change, and department stores should take note.

Supermarket chain Lidl is urging other retailers to make fruit and vegetable packaging more appealing to children, following the success of its own Oaklands Funsize range.

Sales of this range, which features fun names and cartoon characters, increased by over a third after its launch in 2017. To promote healthier eating among children, Lidl also plans to remove cartoon characters from unhealthy products by next spring. This decision, affecting at least 30 products across 14 categories, follows a similar move in 2020 when Lidl removed cartoon characters from cereal packaging.

Peter de Roos, Chief Commercial Officer at Lidl GB, highlighted the positive impact of these small changes and expressed hope that other supermarkets would follow suit.

Lidl is calling other supermarkets to make fruit and veg packaging appealing to children