Following today’s news (Friday 3rd of January) that Lidl announced it will remove cartoon characters from own-brand sugary cereals to reinforce a more positive brand image of its own private label among parents;

Sara Samedzade-Jagini, Consumer Analyst at GlobalData, a leading data and analytics company, offers her view on the announcement:

“Lidl’s decision to strip their packaging off colourful mascots will help eliminate ‘pester power’ and let parents focus on products that are good for their children.’’

“According to GlobalData’s 2019 Q3 consumer survey, 54% of UK consumers pay high/very high attention to the ingredients used in the products they buy for their children. Therefore, Lidl eliminating marketing gimmicks and bring the attention back to nutrition value and wellbeing will help the parents focus on what is important.’’

“The move came following mounting pressure from the ministers threatening to ban any products featuring child friendly cartoon characters on products high in sugar, salt or fat. Even though the move was necessary to keep the effected own-brand cereals on the shelves, it will help the brands image.”