A ban on cartoon characters on everyday items has been introduced by supermarket giant Asda.

The retailer, which has stores across Coventry and Warwickshire, has axed animated characters from items such as its own-brand sweets, cereal and milk.

The move comes in an effort to help fight childhood obesity reports BirminghamLive.

Pressure from health campaigners has seen Asda and Lidl recently alter their packaging to tackle obesity in children.

And campaigners want to make life easier for parents and childminders being pestered to buy the wrong things.

Cartoon characters will be removed from packaging at Asda as a result, the supermarket giant – one of the so called Big Four – has confirmed.

The supermarket giant has outlined the new changes to products in a statement.

Asda is rivalled by Britain’s biggest grocer Tesco, as well as Sainsbury’s and Morrisons, Waitrose, and budget favourites like Lidl and Aldi.

Everything from cereal to ice cream, sweets and milk is impacted by the changes.

Today it announced a move across nine own-brand ice-creams and ice-lollies , 14 own-brand confectionery lines, and four milk products.

Last year the supermarket removed cartoons from 12 of its own-label cereal boxes.

Tam Fry chairman of the National Obesity Forum said: “There’s a lot of research that shows kids are taken with animals pictured on food wrapping and cartons and pester parents to buy the products but they don’t care what’s inside.

“What Asda and Lidl have done is a step in the right direction but more could be done – others need to follow suit and I would also like to see more sugar removed from cereals.

“The overall cost of obesity and related illnesses is £24 billion a year but the Government is doing nothing about it.”

Asda nutritionist Beth Fowler 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.

“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.”

To sign up for our newsletter, delivered free to your inbox, click here.





Source link

Leave a Reply

Your email address will not be published. Required fields are marked *