The commitment will go further than the new UK legislation that is set to restrict the advertising of less healthy food to children from October 2025. Lidl will remove design elements, such as 3D or animated shapes, brightly coloured patterns, or playful product names that do not reflect the items themselves.
Richard Bourns, chief commercial officer at Lidl GB, 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.
“As a father of young children myself, I know how influential packaging designs can be on their preferences, and therefore understand the importance of taking a proactive position to better support parents up and down the country.
“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.”
Alongside this initiative, Lidl’s Healthy Eating Hub offers parents practical tools such as simple swaps, nutritious recipes, and tips to encourage balanced eating habits.