Asda is following rival Lidl in removing cartoon characters from its own brand cereal products.
From February 24th, the Leeds-based retailer will replace cartoon designs – including the green crocodile from Choco Snaps and the hippo from Honey Hoops – with brand graphics and larger, quality product images.
Lidl announced the same move recently in a bid to alleviate “pester power” from children attracted by the cartoons.
Asda says it has reduced the sugar content of its own brand cereals by 26% over the past five years.
Beth Fowler, Nutritionist- Asda Brand: Technical and Quality, said: “We understand retailers play a crucial role in helping customers make more informed choices in the supermarket aisles, which is why we’ve taken the step to erase cartoon characters from our own brand cereals and significantly reduce sugar content by 26%.
“In fact, to inspire customers to make healthier, every day choices, we’ve launched a new ‘Live Better’ icon, signposting the healthiest options in Asda own brand ranges. It’s just one of the many initiatives Asda is rolling out in 2020 to help make a positive impact on our customers lives.”
The 12 cereals affected are: Choco Hoops, Choc Balls, Rice Snaps Cereal Bars, Choco Snaps Cereal Bars, Frosted Flakes, Rice Snaps, Choco Snaps, Unicorn Hoops, Choco Squares, Choco Nut Squares, Malted Wheaties and Honey Hoops.
