Do your kids beg for the breakfast cereal with the most exciting character on it, despite your pleas for something more healthy? Well, Lidl is tackling the ‘pester power’ that many parents face by announcing it will remove cartoon characters from cereal packaging for own-brand products by Spring 2020.

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Lidl’s decision to remove cartoon characters from cereal packaging is in response to nearly three-quarters of parents saying they experience pester power from their children in the supermarket, with over half of the parents surveyed believing cartoon characters on cereal packaging encourages this.

Packaging for the following will be changed to new, cartoon-free branding:

•    Honey Nut Flakes
•    Honey Hoops
•    Choco Rice
•    Rice Snaps
•    Frosted Flakes
•    Choco Hoops
•    Choco Shells
•    Cereal Cookie

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“We’re hoping that removing cartoon characters from cereal packaging will alleviate some of the pressure parents are under,” said Georgina Hall, Head of Corporate Social Responsibility at Lidl. “This latest move underpins our commitment to making good food accessible for everyone and helping customers lead healthier lives.”

Lidl has also pledged to reduce the amount of sugar in own-brand products by 20% by the end of 2020, with a focus on categories such as breakfast cereals, spreads, sauces, and sweet confectionery.

Encouraging healthier choices and reducing the influence of packaging is a great move for any brand, and parents will undoubtedly breathe a sigh of relief that the cereal aisle no longer holds so much interest for their young children.

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What do you think of Lidl’s decision to remove cartoon characters from cereal packaging? Leave a comment below and let us know – we’d love to hear from you!