Lidl to do away with cartoon characters from its cereal range in the UK

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 06, 2020, 1:15 AM UTC

This is to help support parents in resist “pester power” from children.

Come spring, Lidl plans to remove cartoon characters from its own-label cereal range in the UK. The range includes products like Rice Snaps, Frosted Flakes, Honey Rings, Choco Rings and Choco Shells. Lidl’s move is to encourage healthier choices, and so that parents can better resist “pester power” from children.  

As per Lidl, three-quarter of parents it spoke to have reported experiencing pester power from their children when grocery shopping. Half of them believe that cartoon characters on the packaging played a role.

Ad rules prohibit brands from marketing foods high in fat, sugar or salt to children. The rules also state that cartoon characters mustn’t be used to attract children. Product packaging, however, doesn’t fall within the scope of Advertising Standards Authority.

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