Asda has announced it will be removing cartoon characters from its own-brand cereals.
The supermarket is also reducing the sugar content of its cereals in a bid to tackle obesity.
Asda hopes the initiative will also help rid customers of "pester power", when kids pester their parents for foods they think look appealing.
The move comes after Lidl announced it was doing the same, confirming that from spring onwards they will introduce cartoon-free packaging.
Asda also recognises the pull of the fun, colourful characters for children and will thus be removing the likes of the green crocodile from Choco Snaps and the hippo from Honey Hoops.
From February 24, the supermarket will replace cartoon designs with brand graphics and larger, quality product images.
The supermarket says it has also reduced the sugar content of its own-brand cereals by 26% over the past five years.
Beth Fowler, Nutritionist for Asda, 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, everyday 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 following 12 cereals will see their cartoon characters removed:
- 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
- Honey Hoops
The removal of cartoon characters on Asda own brand cereals will roll out in stores and online from February 24, 2020.
