This Lidl Packaging Update Removes Elements That Appeal to Children
Michael Hemsworth — January 19, 2025 — Marketing
References: lidl & grocerytrader
This Lidl packaging has been announced by the retailer in the UK as part of its commitment to encouraging healthier eating habits by eliminating elements that are more attractive to children. The packaging update will see certain design elements like 3D and/or animated shapes eliminated, which builds on the removal of cartoon characters from cereal products in 2020. The packaging update is meant to eliminate branding and packaging elements that don't reflect the item itself, which could be more appealing to younger consumers.
Chief Commercial Officer at Lidl GB Richard Bourns spoke on the new Lidl packaging saying, "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.
Chief Commercial Officer at Lidl GB Richard Bourns spoke on the new Lidl packaging saying, "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.
Trend Themes
1. Minimalist Packaging Design - Simplicity in packaging shifts focus from marketing visuals to product quality, potentially transforming consumer buying decisions.
2. Health-conscious Branding - Brands increasingly prioritize health-oriented packaging to align with modern consumer values, reshaping brand loyalty and engagement strategies.
3. Youth-inclusive Marketing - A shift towards inclusive branding for all ages encourages broader appeal without traditional youth-targeting elements.
Industry Implications
1. Food Retail - The sector is integrating health-focused branding strategies that can redefine customer engagement and product differentiation.
2. Packaging Design - Innovation in this field centers on function and simplicity, steering away from conventional child-targeted aesthetics.
3. Consumer Goods - Consumer goods companies are adopting ethos-driven packaging practices as a means to influence healthier purchasing behaviors.
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