Childhood obesity remains one of the most important public health challenges worldwide. In Spain, the situation is especially concerning in regions like the Canary Islands, where nearly one in five young children faces this condition. Lidl, the German supermarket chain with a strong presence in Spain, has decided to address the root of the problem.
In an uncommon move within the sector, Lidl has decided to remove child-oriented designs from products with low nutritional value. Animated characters and bright colors will no longer appear on products like cookies, gummies, or milkshakes that until now were explicitly targeted at children. The change has already been implemented in the Canary Islands and is gradually spreading throughout the rest of Spain.
The new design opts for a more sober and realistic image, focused on the product itself. For example, Capitán Rondo chocolate cookies have left behind their iconic pirate to display a clear photograph of the product. The same applies to gummies and milkshakes, which now do without cartoon drawings to avoid attracting children's attention to products that aren't the healthiest.
Lidl makes an ambitious commitment
This move is part of a broader commitment by Lidl to public health. Lidl has also suspended advertising aimed at minors for these products in brochures and media since 2023. However, there are some exceptions only in specific campaigns such as Christmas or Halloween.
However, Lidl isn't stopping in Spain. Internal sources indicate that this strategy could serve as a model for the company globally. The removal of visual stimuli aimed at children from unhealthy products could be applied in all markets where Lidl operates, seeking to promote more responsible eating habits from childhood.
Additionally, the company is preparing a significant change in its chocolate line. The reformulation will aim to reduce sugar and improve ingredients, which means Lidl's chocolate will be different not only in Spain but also internationally. This adjustment has the potential to influence the supply of healthy sweet products in many countries.
Meanwhile, Lidl is making progress in implementing Nutri-Score labeling for all its private label products, making it easier for consumers to make informed decisions about their diet. The goal is to complete this initiative by 2026.
Lidl's commitment to increasing the presence of fresh and healthy foods also stands out. Products such as fruits, vegetables, and plant-based proteins, with the goal that by 2030 at least 20% of its catalog will include these.