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In Spain, Lidl is taking a significant step in the battle against childhood obesity by removing child-targeted visual elements from its private label products with lower nutritional profiles. The supermarket chain has already redesigned packaging for over 50 items and plans to extend this initiative to more than 60 products by January 2026, proactively moving ahead of any potential national regulations.The transformation involves replacing animated characters, playful names and bright colors with more subdued, product-focused designs. Notable examples include Capitán Rondo chocolate cookies, which have traded their pirate character for a simpler design; Ladrillos and Tubitos gummies, now showing realistic representations of the product; and chocolate milk that's swapped its cartoon dog for a more natural product image.This initiative, part of Lidl's broader strategy to promote conscious eating, comes as childhood obesity affects one in three children in Spain. Framing obesity as a public health issue not a personal failure opens up new ways for brands to engage. If regulation hasn't already mandated the removal of 'fun' elements from less nutritious foods in your market, time to get ahead of the competition through self-regulation! How could your brand contribute to better long-term health outcomes?
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Marketing and Advertising
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Category:
Marketing and Advertising
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Category:
Marketing and Advertising
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