Advertising & Packaging For Children
Every parent knows how influential advertising and packaging that targets children can be. Their eyes are drawn by bright, bold colours, then they see the animated characters and fun fonts. They often don’t know what the product is, but they want it!
This instant attraction is exactly what marketing teams want. However, when it is used to entice children into eating unhealthy foods, it isn’t what the children need.
In a bid to build healthier eating habits from a younger age, advertising targeting children will come under greater scrutiny this year. In October 2025, new UK legislation will impact what can be actively marketed to children online and on television. There will be tighter controls on when and how junk food, confectionary, cereals, snacks and soft drinks are promoted.
If you don’t believe this is necessary, the health data informing this decision reveals that over 9% of children starting school are obese and 23.7% have tooth decay. The cause is a diet high in sugars and saturated fats.
Changes to Packaging Design
Lidl is the first major retailer to show a commitment to the new rules. Although the legislation doesn’t cover packaging design, they are embracing the intent. Understanding the strong influence of packaging on children, they are redesigning the look for less healthy foods products. For the new-look food packaging, Lidl is focusing on simplifying the design and better representing the product inside. Look out for the new boxes and packets hitting the shelves in summer.
