Supermarket giant Asda has made some huge changes to some of its packaging in stores following pressure from health campaigners.
The retailer has confirmed that it will remove cartoon characters from own-brand sweets treats, after health campaigners criticised the packaging, saying it should be scrapped in the fight against obesity.
Some of the products affected include ice-cream, cereal, sweets and flavoured milk.
Pressure from health campaigners has seen Asda and Lidl recently alter their packaging to tackle obesity in children and to make life easier for parents being pestered to buy the wrong things
According to the Mirror, Asda will scrap colourful creatures like a crocodile on its Rice Snaps, a friendly lion on its Frosted Flakes and a unicorn which appears on the front of Rainbow Hoops.
It follows Lidl which became the first grocery chain to announce it would ditch familiar figures from eight types of its own label cereal in the Spring.
Experts are now calling for other supermarkets and cereal brands to follow suit and remove cartoon characters from the packaging.
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.”
It comes after the Government launched their 'better health strategy' last year, in a bid to help people 'bring their weight down' and protect the NHS.
Checkouts in stores will also no longer display confectionery items, and adverts for foods high in fat, sugar and salt are banned on TV before 9pm.
Deals such as 'buy one get one free' on unhealthy food will also be banned under the plan, which will begin April 2022.
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.”
