Lidl, a global discount supermarket chain, announced that they would remove cartoon characters from its own cereal brands in hopes of lowering the United Kingdom's child obesity rate.
According to The Guardian and The Daily Mail, the retailer will remove characters from eight of its cereal brands by the springtime, however, the names and color schemes of the boxes will not be changed. The belief is that, by removing these characters from the boxes, children will feel less inclined to pressure their presents into buying these unhealthy cereals. According to Lidl, three-quarters of parents say their children pressure them into buying the various brands.
The cereals impacted by the decision include Lidl's versions of Coco Pops, Cookie Crisp, Cheerios and Crunchy Nut Cornflakes.
A recent survey published by a "coalition of health groups" found that half of food and drink products with popular cartoon characters on their packaging were high in fat, saturated fat, sugar and salt.
United Kingdom National Health Service figures show that more than 34% of 10 and 11-year-olds are currently classified as obese. The number of obese children in the UK has doubled since 2007, growing from 13,951 to 26,158.
Georgina Hall, Lidl’s head of corporate social responsibility, said: “We want to help parents across Britain make healthy and informed choices about the food they buy for their children. We know pester power can cause difficult battles on the shop floor and we’re hoping that removing cartoon characters from cereal packaging will alleviate some of the pressure parents are under.”
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January 05, 2020 at 11:37PM
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Major Cereal Maker Lidl Removing Cartoon Mascots Due to Childhood Obesity - CBR - Comic Book Resources
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