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Lidl has said it will help, remove cartoon characters from his own brand of cereal, the buy parents healthy products.

He hopes that the imported packaging, renamed, in the spring, is the power, to alleviate the pressure of the children of the "plague".

health experts welcomed The Move , but the government regulations called the "junk food marketing".

it has recommended A group of deputies, in the past, a ban on the cartoons on unhealthy food.

Lidl said it will rebrand eight of its own-brand crown-field-products, including Choco Shells, which features two cartoon penguins on the field, and Rice Snaps, which is advertised with a grinning cartoon crocodile.

The new packaging free of cartoons.

Georgina Hall, the dealer's head of corporate social responsibility said, she wants to help the parents, "healthy and informed decisions" about the food they buy for their children.

"We know, pester-power is the cause of the difficult fights in the workshop can hope for, and we are to relieve that the removal of cartoon characters from the cereal packaging is some of the pressure on the parents," She Said .

she stressed that The Company is trying "Good Food accessible to all" and "[help] customers lead a healthier life. "

According to Lidl's website, a part of his honey and peanuts Corn Flakes - which features a cartoon bee on The Box , compared to

Caroline Cerny, of obesity Health Alliance - a coalition of organisations such as The Royal College of paediatrics and child health, and The British Medical Association welcomed what he called a "responsible attitude".

"We know that the use of cartoon characters on sugar-containing products is a marketing technique used by the food industry to their unhealthy products, said that the focus in the minds of the children," She Said .

however, as you pointed out, that more needs to be done as a dealer in a category of products.

"We need regulations by the government for the creation of a level playing field and the protection of children from all kinds of junk-food marketing," she added.

The Move comes More Than a year and a half after the on sugary foods, such as Tony The Tiger and the Milky Bar Kid.

In October, England's outgoing chief medical officer, Dame Sally Davies , to combat obesity in children.

In its final report, which called also for stricter rules for the advertising.

A spokeswoman for The Department of Health and Social Care, said: "It is encouraging that companies, the measures to combat childhood obesity. "

He added that it reduces the amount of sugar in soft drinks and promoting Physical Activity in schools. He said it will "continue to evaluate" the impact of marketing On Children .

Source of news: bbc.com