ALDI: Disney Figures and major food groups

ALDI announced on 4 July 2019 the next step in promoting healthy products among children. As of January 2020, there will be several major food group products in the store with a beautiful Disney princess (such as Cinderella, Ariel, Pocahontas, Snow White, Sleeping Beauty and Belle) or one of the popular Cars figures. In this way, ALDI wants to make it more attractive for children and parents to choose healthy alternatives. The major food group products, including snack tomatoes, mini bananas, yoghurt and wholemeal balls, were chosen in consultation with the Nutrition Centre. During the introduction in January, more attention will also be paid to healthier choices in the store. This is in cooperation with JOGG (Jongeren op Gezond Gewicht).

Health among young people

One in seven children in the Netherlands is too heavy. Obesity children often do not feel comfortable in their skin, are less fit and are more likely to be bullied. In addition, they are more likely to have physical problems at a later age, according to a study by 'Young people on a Healthy Weight'. ALDI has had the theme of 'health among young people' on its agenda for some time now. For example, last year the supermarket chain started to remove child figures from unhealthy food and they were the first to have a minimum age for energy drinks. An intensive collaboration with JOGG was also started in 2017. "We see it as our responsibility to make responsible, affordable and healthy food accessible to a broad group of customers. Precisely because we are a discounter. ALDI's joint mission with JOGG is to promote a healthy lifestyle among customers and employees. With this new major food groups-line, equipped with Disney characters, we are taking the next step and making it easier for young families to go for a healthy alternative," says Nadie Winde, Manager Corporate Responsibility of ALDI Netherlands.

Ministry of Health, Welfare and Sport: "special new development".

The new step of ALDI is highly appreciated by State Secretary Paul Blokhuis of Health, Welfare and Sport. "In the political and social debate on healthy nutrition and the fight against obesity, child marketing has been a loaded term for years. Because it was mainly used to promote biscuits and sweets. This will change as of today. The step taken by ALDI to promote products from the major food groups with Disney characters is a special new development that I welcome. This offers many opportunities in our joint efforts against obesity and for healthy eating. I am very curious about the first results. Of course, I secretly hope that children will arrive at the cash register with a bag of cherry tomatoes, a sandwich or a packet of milk and say in their favourite voice: 'Mommy, Daddy, can I have this, please?'. I hope that many other supermarkets and chain stores will follow this good example", said the State Secretary.

Major food groups-child line

The new children's line with major food group products consists of the following products: mineral water, mini rice cakes, whole grain balls, cherry tomatoes, sweet apples, miniibananes, yoghurt drinks, semi-skimmed milk packages, applesauces (no added sugar), cheese spread kids 30+, candy carrots and snack cucumbers. The major food group line will be on the shelves of ALDI at the beginning of 2020. The supermarket intends to expand this line the following year.

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