Asda will remove cartoon characters from own-brand sweets treats including ice-cream and flavoured milk in its fight against child obesity.
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 It 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.
Health campaigners have criticised such packaging as the cartoons are a draw for children and should be scrapped in the fight against obesity.
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