Lidl removed cartoon characters from cereal packaging – but why?

The Revolution in Responsible Marketing: Lidl Leads the Charge

Here’s a question for you: When was the last time you bought a product because your child was captivated by a dancing bear on the packaging? Marketing has always known how to pull on our heartstrings—or, in this case, on our children’s tiny but determined hands reaching for the candy aisle.

Lidl is flipping the script. They’ve announced a bold, industry-first commitment: by mid-2025, the supermarket giant will remove child-targeted designs from its least healthy own-brand products. Bright colors, animated shapes, playful names—gone. Instead, the focus shifts to celebrating the real essence of the product, like the fruit flavors in their revamped gummy bears.

This isn’t Lidl’s first step into the world of responsible marketing. Back in 2020, they were the first UK supermarket to ban cartoon characters from breakfast cereal packaging. In 2024, they expanded that initiative to all ‘less healthy’ products aimed at children. This new commitment continues their legacy of leading, not following.

Why does this matter? Parents are bombarded daily by choices. A child’s demand for a brightly colored snack can easily outshout a parent’s intention to pick the healthier option. Lidl’s move empowers families, making healthier decisions feel less like a battle and more like a natural choice.

It’s also a smart move in light of the upcoming legislation in the UK. From October, ‘less healthy’ food and drink products will face strict advertising restrictions—no online promotions and no TV ads before the 9 pm watershed. Lidl isn’t just meeting these standards; they’re setting a precedent. By acting early, they’re positioning themselves as an industry leader and showing other brands what it looks like to rise above compliance.

And it’s not just about removing the distractions. Lidl is shifting the focus to celebrating the genuine qualities of their products. This is marketing that doesn’t rely on gimmicks but on substance. Seth Godin, marketing visionary, often says, “You don’t market to everyone; you market to someone.”Lidl seems to have taken that to heart. Their message is clear: “We’re not here to trick you. We’re here to help.”

For Lidl, this isn’t just about compliance—it’s about trust. By reimagining their approach to packaging, they’re reshaping how families experience their brand. Responsible marketing, after all, isn’t just the ethical choice—it’s the future-proof choice.

The Committees of Advertising Practice recently caused waves with unclear guidelines about brand campaigns under the new legislation. But Lidl isn’t waiting for clarity—they’re carving a path forward. Their actions say, “This is where the industry should go.”

Here’s the takeaway for marketers: It’s time to rethink the playbook. Shouting louder isn’t the answer. Creating trust, solving real problems, and aligning with what your audience truly needs—that’s the way forward. Lidl’s move isn’t just a tactical shift; it’s a brand statement.

Now, let’s take a page from Seth Godin: Who are you helping? What change are you leading? Because if your brand isn’t building trust and solving real problems, what’s it doing?

Lidl’s story isn’t just about removing cartoons or bright colors. It’s a call to action for the entire industry to step up. What’s your story? How are you leading the charge?