In an industry-first commitment, Lidl is removing all packaging designs deemed attractive to children from its least healthy own-brand products by mid-2025.

In a bid to reaffirm its commitment to responsible marketing, the discount grocer will be going further than new UK legislation that is set to restrict the advertising of less healthy products to children from October 2025.

Lidl will be eliminating design elements, including 3D or animated shapes, brightly coloured patterns, or playful product names that do not reflect the items themselves, such as the supermarket’s popular gummy bears, which will transition from its bright, cartoon-adorned packaging to a simpler, more product-focused design that emphasises its fruit flavours.

The move builds on Lidl’s 2020 packaging changes, when it became the first UK supermarket to confirm the removal of cartoon characters from its breakfast cereals and in 2024, this policy was expanded to ban cartoon characters from all ‘less healthy’ products aimed at children.

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The grocer’s strengthened commitment aims to ensure that any product deemed as least healthy according to the World Health Organisation’s (WHO) Nutrient Profiling Model or the Food Standards Agency (FSA) 2004/05 Nutrient Profiling Model, alongside any breakfast cereal, cannot be marketed in a way that appeals to children, with only the healthiest of products being targeted at them.

Lidl GB chief commercial officer Richard Bourns said: “We know that households want to achieve healthier lifestyles and so we’re fully committed to helping families adopt better habits while still having access to high-quality, affordable, and enjoyable products.

“Introducing these changes ahead of the upcoming legislation on advertising, signals our readiness to meet and exceed these standards.

“Lidl has long been making changes for the better, so it’s great that we’re continuing our legacy of leading the way in supporting healthier lifestyles by removing unhelpful packaging and enhancing designs for products that contribute to better diets, like our Funsize fruit and veg range.”