Lidl Partners with PAW Patrol to Promote Healthier Eating for Children

Lidl is launching a significant partnership with the popular children's brand "PAW Patrol" to encourage healthier and more balanced diets among young consumers. This initiative, extending across Croatia and 29 other European nations, marks the first time the beloved "PAW Patrol" characters will feature on food products from Lidl's private labels.

The core of this collaboration lies in ensuring that products bearing the "PAW Patrol" branding meet stringent nutritional guidelines. These include the World Health Organization's (WHO) criteria for healthy eating, along with Lidl's own additional standards. Characters like Ryder, Chase, and the rest of the "PAW Patrol" team will now be part of family shopping trips, making healthier choices more engaging for children.

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We know how important our role as a grocery retailer is in the daily lives of families. We understand the challenges that families face every day in preparing tasty and balanced meals for children. That is precisely why we want to make their everyday lives easier. With the PAW Patrol campaign, we encourage children to eat a more balanced diet in a fun and playful way and offer products that parents can trust. We follow a clear principle: products from our own brands intended for children only come to shelves if they meet the strict criteria set by the WHO, as well as our additional Lidl criteria. This makes tasty and balanced nutrition simple.

Stefan Haensel, Head of Quality and Sustainability at Lidl Stiftung & Co. KG, emphasized the retailer's role in supporting families. "We understand the challenges families face in preparing nutritious meals," he stated. "Through the 'PAW Patrol' campaign, we aim to make balanced nutrition fun and playful for children, offering products parents can trust." He reiterated that only products meeting strict WHO and Lidl criteria will be available for children under Lidl's own brands.

Massimo Tortora, Head of Trade and Promotion at Lidl Stiftung & Co. KG, added that the partnership leverages the global appeal of "PAW Patrol" and international partners like Paramount to guide both children and parents toward better food decisions. "This makes balanced dietary choices a part of everyday shopping," Tortora said, positioning Lidl stores as a destination for families seeking healthier options. The campaign coincides with the cinema premiere of "PAW Patrol: The Mighty Movie."

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Through the partnership with PAW Patrol, we leverage the power of one of the world's most popular children's franchises and an international partner like Paramount to help children and parents make tasty and balanced dietary decisions. This way, more balanced dietary choices become part of everyday shopping, and a visit to a Lidl store becomes a shared mission for young and old.