Lidl Ireland is removing cartoon characters from its cereal packaging in the hope of promoting healthier eating among children.
Having acknowledged the so-called "pester power" of brightly coloured cartoon characters on popular cereal boxes, Lidl intends to remove such pictures from its own brand packaging by Spring 2020.
The move accompanies Lidl's plan to reduce the added sugar content in its own brand products by 20 per cent by the end of 2020.
The cartoon-free branding will apply to:
• Crownfield Honey Nut Flakes
• Crownfield Honey Hoops
• Crownfield Choco Rice
• Crownfield Rice Snaps
• Crownfield Frosted Flakes
• Crownfield Choco Hoops
• Crownfield Choco Shells
Ciara Sheehan, Corporate Social Responsibility Manager at Lidl Ireland said: "Promoting and providing healthier food options for our customers is something we are passionate about at Lidl Ireland and we are proud to be leading the way in the Irish retail market with our significant commitments.
"We want to help parents across Ireland make healthy and informed choices about the food they buy for their children. This latest move underpins our commitment to helping customers lead healthier lives."
Minister for Health, Simon Harris TD, has commended Lidl for the supermarket's proactive attempts to help parents limit their children's sugar intake.