We’re waving goodbye to pester power!
Transparent labelling and marketing is one of the key pillars in our Health Strategy and responsible marketing towards children falls within this. In the midst of an obesity crisis, we have a responsibility to do all we can to promote healthier lifestyles, particularly to children.
The use of cartoon characters on children’s packaging could be considered a marketing tool to influence children and entice pester power. Therefore, here at Aldi, we have made the decision to remove cartoon characters across the key categories defined by Public Health England that contribute the most sugar to children’s diets.
We still use cartoon characters on some of our children’s fruit and vegetable lines to encourage their consumption.