Lidl says it is taking steps towards more “responsible marketing” by removing packaging designs geared towards children from its least healthy own-brand products, a commitment it claims to be an industry first.

Any designs which could be attractive to children, such as 3D or animated shapes, brightly coloured patterns, or playful product names that do not reflect the items themselves, will be eliminated by mid-2025.

The supermarket hopes the move will help parents and children make “healthier choices”.

Lidl’s gummy bears is one such product. It currently features bright, cartoon-based packaging but the new design will be more focused on the fruit flavour of the sweets.

The discounter was the first UK supermarket to remove cartoon characters from its breakfast cereals in 2020. It expanded this by banning cartoon characters from all ‘less healthy’ products aimed at children in 2024.

The retailer says it will “continue to ensure its packaging remains engaging but will focus on celebrating the quality and natural characteristics of its products” and will push initiatives such as its Healthy Eating Hub for parents.

The move comes ahead of the introduction of new legislation, which will restrict the advertising of ‘less healthy’ (LHF) food and drinks. From October, “identifiable” products that fall into the LHF category will not be able to be shown on TV before the 9pm watershed or online at all.

“Introducing these changes ahead of the upcoming legislation on advertising, signals our readiness to meet and exceed these standards,” says Richard Bourns, chief commercial officer at Lidl GB.

“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,” he adds.

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Campaign group Action on Sugar called for an end to child-friendly packaging on foods high in fat, salt and sugar in 2023, saying cartoons, characters and vibrant colours should only be used on healthy alternatives.

The campaign group’s 2023 survey found that out of the brands and retailers surveyed, discounter Lidl had the highest average sugar content in its cereals, which had packaging that appealed to children.

Earlier this week, the Committees of Advertising Practice (CAP) warned that brand campaigns – which the industry had thought would be OK under the new rules as long as they didn’t show specific products – may not be exempt from the incoming law.

Reaction to the news was one of frustration, with ISBA director of public affairs Rob Newman saying brands need “urgent clarity” on the matter.