Action on Salt

News centre menu

Lidl are the latest retailer to remove cartoon characters from children's breakfast cereals

3 January 2020

We welcomed news today that Lidl has joined Sainsbury's, Tesco and the Co-operative in removing cartoon characters from their breakfast cereals marketed to children by Spring 2020. 

In June 2019, Action on Salt, Action on Sugar and the Children's Food Campaign released a report revealing half (51%) of the 526 food and drink products which use cartoon animations on pack to appeal to children are unnecessarily high in fat, saturated fat, sugar and/or salt. We called for a complete ban of such marketing tactics on unhealthy products and for compulsory ‘traffic light’ nutrition labelling, giving parents the chance to make healthier choices. The report can be viewed here.

Katharine Jenner, Campaign Director of Action on Salt, said: "We fully applaud Lidl GB’s decision to remove cartoon characters from all its cereal packaging by spring 2020. If they can do it, why can’t everyone else? We hope the tide is now turning and that other retailers and food manufacturers will follow suit for both own label and branded products. We’re in the midst of a child obesity crisis and it’s wrong to advertise sugary, fatty, salty foods to kids. It’s time for the Government to step in and underpin tighter advertising restrictions with similar rules for packaging and promotions."  

Click here to view media coverage



Return to top