The supermarket chain Lidl He has eliminated the children’s designs from the products of its own brand with less nutritional profile, such as cookies, jelly beans. It is a new Packaging policy that is already effective throughout Spain and with which the company expects to promote healthy eating between children.

The measure, according to Lidl in a statement, is part of its commitment to the Child health. He points out that it is his participation in the fight against childhood obesity, which is, according to the World Health Organization, one of the greatest health of the 21st century.

With this, the company seeks a less visually attractive design For the most younger consumers. The initiative involves the withdrawal of visual elements designed to attract the attention of children, such as animated characters, striking colors or recreational names.

The packaging of the Chocolate cookies Captain Rondo, for example, have eliminated the illustration of a pirate by a more sober design focused on the product. For its part, the jelly beans Bricks and tubes have also eliminated their drawing, and The chocolate shake He has dispensed with the animated dog to show a more natural and authentic image.

The chain also ensures that it has already removed the Child marketing of more than 50 articles, and undertakes to extend the policy with the intention of overcoming the 60 distributor brand items for January 2026. Likewise, as a reflection of its commitment, it points out that since 2023 does not perform Advertising aimed at minors About products that do not fit a healthy nutritional profile, both in media, as in their own channels. He explains that the only exceptions are specific campaigns, on Christmas, Easter or Halloween.

The new policy is part of the Lidl Corporate Social Responsibility Strategy, which seeks a healthier, accessible and sustainable food. The company points in its statement that the movement “It reinforces its role as an agent of change in the sector, promoting healthier consumption elections and voluntarily anticipating any future national regulation in this area”

Alludes to the Advertising regulation of food and drinks aimed at the children’s audience in which the government has been working for a few years.
In this matter, it should be remembered that last March the Council of Ministers approved to send to the Courts the draft law for the prevention of alcoholic beverages and their effects on minors, which includes measures on the advertising of these products.

Lidl has taken the opportunity to emphasize that he is also advancing in the progressive implementation of labeling Nutri-Score In all your own brand products, with the aim of completing it next year.
It also focuses on the reduction of salt and sugar levels of its products, in the impulse of the consumption of fruits, vegetables, comprehensive products and plant proteins; Foods you expect to compose 20% of your assortment for 2030.