Unilever to stop marketing ice cream to kids


Thursday, 20 February, 2020


Unilever to stop marketing ice cream to kids

Unilever is changing the way it markets its ice cream products to children, to help parents and caregivers select foods, drinks and ice creams that are developed for children. Wall’s ice cream — with brands such as Max, Paddle Pop and Twister ice creams — is leading the implementation of this approach.

By the end of 2020, Unilever will stop marketing and advertising foods and beverages to children under the age of 12 in traditional media, and below 13 via social media channels. The company will also control the placement and content of their ads, and refrain from using influencers, celebrities, social media stars or cartoon characters who primarily appeal to children under the age of 12.

Wall’s has adapted a ‘Responsibly Made for Kids’ promise based on three pillars: responsibly communicated, responsibly sold and responsibly developed. Advertising will therefore be shifted to speak to parents and caregivers, as opposed to children. Wall’s will not direct any marketing communications to kids under the age of 12, or under the age of 13 on social media. Wall’s kids’ ice cream products, product packs and price cards will also feature a Responsibly Made for Kids logo, to indicate to parents and caregivers which products are designed for children. By the end of 2020, every ice cream in Wall’s kids’ range will be developed with no more than 110 calories and a maximum of 12 g of sugar per portion.

Image credit: Unilever. For a clearer image, click here.

“We at Wall’s believe that everyone deserves a little joyous treat from time to time and we strive to offer something for everyone. Our promise is a genuine commitment to make and market products to children responsibly. It is the promise of better ice cream and healthier, happier children. Both now and in the future,” said Matt Close, Executive Vice President of the Global Ice Cream category.

Top image credit: Unilever.

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