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The Grocer Talking Retail

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Lidl to help combat ‘pester power’

Pester power is the ability of children to pressurise their parents/guardians into buying them products – particularly those advertised in a certain way.

In a bid to tackle this, Lidl is removing cartoon characters from its own-brand cereals.

The discounter said it will have removed the characters by spring this year. It claimed the move followed research carried out by Opinium of 1,000 parents from primary school children, that found nearly three-quarters of parents experienced pester power from their children in the supermarket, with over half believing cartoon characters on cereal packaging encourages this.

“We want to help parents across Britain make healthy and informed choices about the food they buy for their children,” said Lidl GB head of corporate social responsibility Georgina Hall.

Maybe more brands could get on board with this and focus on contributing to parents’ welfare. Equally, brands could use pester power in their favour when advertising healthy, functional and useful products that appeal to kids.

Source: The Grocer, Lidl Jan 10 | In-store Analysis