Unilever to change the way it markets ice cream brands to kids

By Elaine Watson

- Last updated on GMT

Unilever to change the way it markets ice cream brands to kids

Related tags Unilever

Unilever has pledged to stop marketing and advertising foods and beverages to children under 12 in traditional media, and below 13 via social media channels.

In a statement​ on its website, the firm explained:“We’re implementing strict controls concerning the placement and content of our ads, and we won’t use any influencers, celebrities or social media stars who primarily appeal to children under the age of 12.

“We’ll also be limiting our use of cartoon characters. While you’ll still see some on our point-of-sale materials, they will only be used for products with a specific nutritional profile.”

While many products developed by Unilever are enjoyed by children, the move is only likely to impact some Wall's ice cream and Popsicle products, which have traditionally been marketed to kids, with Wall's to feature a new ‘Responsibly Made for Kids’ logo based on three pillars: Responsibly Communicated, Responsibly Sold and Responsibly Developed, explained the company.

By 'Responsibly Communicated,' Unilever says there will be a shift in advertising "to speak to parents and caregivers – the people we feel should be the decision-makers when it comes to their children having a treat."

Under the 'Responsibly Sold' pillar, Unilever will add a ‘Responsibly Made for Kids’ logo on point-of sale communications to "indicate to parents and caregivers which products are designed for children."

Under the 'Responsibly Developed' pillar, Unilever is also reducing calories and sugar in kids' ice cream products: "By the end of 2020, every ice cream in the kids’ range will have no more than 110 calories and a maximum of 12g of sugar per portion.”

FOOD FOR KIDSA graphic 2020

Interested in developing healthier foods and beverages for kids?​ Join FoodNavigator-USA in Chicago in November for our third FOOD FOR KIDS summit​ ​to find out what large and small companies are doing to create products kids want to eat, and parents and caregivers can feel good about.

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