Lidl UK is making waves in the food industry with a bold new initiative aimed at curbing the appeal of unhealthy products to children. The supermarket giant has announced it will remove all attention-grabbing packaging elements, such as 3D shapes, animated characters, and bright colours, from products that don’t meet health standards. The move is designed to ensure that packaging reflects the true nature of the product, rather than using playful designs that may mislead young shoppers.
One of the first products to undergo a redesign will be Lidl’s gummy bears, which will lose their current cartoon-themed packaging in favour of a more straightforward design focused on the product’s fruit flavour profile. This marks a significant step in the retailer’s ongoing commitment to supporting healthier eating habits.
This latest move follows Lidl’s pioneering decision in 2020 to become the first UK supermarket to remove cartoon characters from all cereal packaging. As part of its broader strategy, Lidl has committed to overhauling packaging across all of its least healthy products by 2024, a significant shift in how the industry markets food to children.
Chief Commercial Officer at Lidl GB, commented: “We’re proud to continue leading the way in making healthier choices more accessible for our customers. By changing the design of our packaging, we are providing clearer information and supporting better eating habits. It’s part of our long-standing commitment to improving the overall diet choices available to families.”
In addition to these changes, Lidl has made notable strides in the healthy product space with its Oaklands Funsize range, which was launched in 2020 to encourage kids to eat more fruit and vegetables. With quirky names and characters like Banana-Llamas and Tawny Tomatowl, the fun packaging aims to make healthy eating more appealing, showing that Lidl is equally committed to making nutritious options stand out.
Courtesy of Lidl UK
Lidl’s packaging overhaul also comes ahead of new UK government regulations that will restrict the advertising of unhealthy foods to children, set to take effect in October 2025. The move reflects growing pressure within the food industry to be more transparent and responsible in marketing, as consumers increasingly demand clearer labelling to make informed choices.
Reports from both the European Court of Auditors and Safe Food Advocacy Europe highlight widespread consumer concerns over food labels, with a staggering 67% of respondents claiming that current packaging fails to provide adequate nutritional information.
As these new regulations loom, Lidl’s proactive approach not only sets a strong example for other retailers but is also likely to resonate with increasingly health-conscious shoppers. The supermarket’s efforts are a clear signal that transparency and responsible marketing are becoming key priorities in the UK food landscape.
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