Lidl has said it will remove cartoon characters from its own-brand cereals to help parents buy healthy products.
It hopes that the rebranded packaging, to be introduced in the spring, will alleviate the pressure of children’s “pester power”.
Health experts welcomed the move but called for government regulations on “junk food marketing”.
A group of MPs has previously recommended a ban on cartoons on unhealthy foods.
Lidl said it will rebrand eight of its own-brand Crownfield products in total, including Choco Shells, which features two cartoon penguins on the box, and Rice Snaps, which is advertised with a grinning cartoon crocodile.
The new packaging will be free from cartoons.
Georgina Hall, the retailer’s head of corporate social responsibility said it wants to help parents “make healthy and informed choices” about the