Unhealthy baby food: Lidl is planning an innovation
Created: 01/12/2023, 11:00 am
By: Kilian Bäuml
Lidl also plans to change the packaging of unhealthy products in the future.
(symbol image) © Imago
Products for children are often anything but healthy.
Lidl will therefore soon stop advertising such products.
Other changes are also planned.
Kassel – Products for children are often marketed with cheerful advertising.
Bright colors quickly create a good mood in advertising.
In reality, however, the food is often very unhealthy.
"Numerous products with a children's look are characterized above all by the fact that they contain plenty of sugar, fat and additives - and are often significantly more expensive," criticized the Federal Association of Consumer Centers recently.
At the discounter Lidl, the criticism apparently falls on open ears, because the market is now drawing its conclusions from it.
In the future, the unhealthy foods for children should no longer be advertised by discounters.
No more advertising for unhealthy baby food: Lidl is a pioneer
The discounter is thus taking on a pioneering role in the German food business.
The supermarket chain announced on Tuesday (January 10) that it would implement the project by March 1.
Then there should be no more advertising for unhealthy foods aimed at children.
These include high-sugar yoghurts and drinks.
company | Lidl |
---|---|
innovation | No more advertising for unhealthy baby food |
begin | March 01 |
"Lidl is the first German food retailer to implement a corresponding recommendation from the World Health Organization (WHO)," said the discounter.
However, this is only the first step of the grocer, Lidl would also like to change another thing in the marketing of food for children - the packaging.
There is an exception for these products
Seasonal items such as chocolate Easter bunnies or Santa Clauses are excluded.
Lidl no longer advertises unhealthy children's products and wants to change packaging
Lidl has set itself the further goal of only offering healthy food for children in attractive packaging by 2025.
In order to be attractively presented by the discounter, the food must then meet the WHO criteria for healthy food.
The packaging would be changed step by step.
"Since malnutrition in childhood increases the risk of nutrition-related diseases in adulthood, advertising healthy foods and not advertising unhealthy foods up to the age of 14 is central to health," says a company presentation.
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Lidl bans advertising for unhealthy baby food and is praised by experts
Lidl is praised by experts for its project.
The discounter goes "significantly beyond the voluntary commitments of other manufacturers and retailers," says the science alliance German Alliance for Noncommunicable Diseases.
Consumer organization Foodwatch urged competitors to follow Lidl's example.
"In view of rampant malnutrition among young people, with sometimes fatal consequences, this is an important step, but one that is long overdue," said Luise Molling from Foodwatch.
So far there has been no comment from other German supermarkets such as Aldi, Rewe and Edeka on the demand.
It remains to be seen whether these will follow suit.
But recently there has not only been praise for the discounter giant, only recently ex-employees from Lidl criticized the fact that organic food is being cheated on.
(kiba/dpa)