Vitamin power for little heroes? Totally worth it.
PAW Patrol makes your Lidl shop a colourful mission! Discover our wide variety of fresh fruit and vegetables and enjoy delicious highlights for the whole family. We want to bring more colour to the family table and show kids how fun healthy eating can be.
Our mission?
Promoting healthy eating for little heroes
Our goal is to inspire a love for balanced nutrition from an early age. At the same time, we know that family life is often hectic, and preparing healthy food for children isn't always stress-free. We take our responsibility seriously and want to make it easier for parents. That's why we exclusively promote our own-brand products that have a favourable nutritional profile, in child-friendly packaging.
Frequently Asked Questions
To get our little heroes excited about healthier products, we're teaming up with the popular PAW Patrol pups. In line with our principles for responsible marketing to children, we exclusively promote own-brand products that meet the strict nutritional criteria of the World Health Organization (WHO)I and our own Lidl additional criteriaII for flavourings, colourings and preservatives. During the current campaign, you can spot these products by the PAW Patrol stickers in our fruit and vegetable section and the PAW Patrol branding on our own-brand packaging. These include our own brands such as Milbona, Chef Select etc. Branded products are excluded.
The facts are clear: A poor diet in childhood increases the risk of diet-related illnesses in adulthood.III To best support the development of healthy eating habits in children up to the age of 14, we focus our advertising on foods with a more child-friendly nutritional profile and consciously avoid marketing products high in sugar, fat or salt. Our goal is to inspire a passion for a balanced diet from an early age.
"Child-friendly design" can be recognised by playful elements, colourful graphics or special characters – such as the PAW Patrol heroes – on the packaging and communication materials for our own-brand products designed for children up to 14 years old. Whether on television, radio, social media or in our promotional leaflets, our communication is not intended to entice, but to empower conscious purchasing decisions and inspire a balanced diet.
The exception: For special occasions such as Christmas, Easter or Halloween, we continue to allow items like hollow chocolate figures (including chocolate Easter bunnies or chocolate Santas) as part of our cultural tradition.
Responsible marketing to children is part of our “Conscious Nutrition” strategy, anchored in our CSR strategy. We want to make our contribution to the global transition in nutrition, guided by the scientific model of the Planetary Health Diet. This means for you:
- More plant-based variety: We are continuously expanding our range with a focus on legumes, whole grains, as well as fruit and vegetables.
- No bans: You still have the full choice, but we make the balanced option on the shelf much easier for you.
- Good products for everyone: Healthy nutrition should be affordable and easily accessible to everyone. So that families can simply live a little better.
I The WHO nutritional criteria are based on the WHO Nutrient Profile Model, which establishes thresholds for nutrient composition. If these thresholds are exceeded, the product should not be marketed to children. The assessment criteria are the total fat and total sugar content, saturated fats, added sugar and sweeteners, salt, and the energy density of a food product.
II The Lidl additional criteria include requirements for the use of additives, flavourings and colourings.
III Kalhoff, H., Kersting, M. & Lücke, T. Nutritional concepts for infants, children and adolescents: development and significance. Monatsschr Kinderheilkd 174, 113–119 (2026). https://doi.org/10.1007/s00112-025-02137-5