Daily Mirror

Asda ditches ‘pester power’ kid packaging

- BY RUKI SAYID Consumer Editor

ASDA has axed cartoon characters from 27 own label products to save parents from being pestered to buy them.

Popular figures like unicorns and dinosaurs have gone from packaging across a range of confection­ery, ice cream and flavoured milk.

Ditching cartoons which have pulling power for young children is to help parents “make informed choices about their children’s diets,” Asda said.

The move follows a 16% cut in sugar in its ice cream range, a 15% cut in cereals and an 11% drop in sugar in milky drinks to make its own label lines healthier.

Campaigner­s have welcomed cartoon-free packaging as “a step in the right direction”.

 ??  ?? GOING Lion on cereal
GOING Lion on cereal

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