Wall’s 1st global ice cream ‘Responsibly Made for Kids’

Wall’s ice cream of Unilever – the name behind brands such as Max, Paddle Pop, Twister and many more – is becoming the first global ice cream brand to be ‘Responsibly Made for Kids’  as the company plans to responsibly develop the ice creams in Wall’s global kids’ portfolio so that 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 and the company is continuously working to further improve this.

The move goes in line with the Sustainable Development Goal 3 for Better Health and Well-Being. The World Health Organization names childhood obesity as one of the most serious public health issues of the 21st century. And it’s a key reason why Unilever is committing to new principles on marketing and advertising foods and beverages to children.

Wall’s kids’ ice creams will be “responsibly communicated.” That means Unilever is shifting its advertising to speak to parents and caregivers – the people that the company  feels should be the decision-makers when it comes to their children having a treat. And in line with the company-wide pledge, Wall’s will not direct any marketing communications to kids under the age of 12, or under the age of 13 on social media.

Moreover, Wall’s kids’ ice creams will be “responsibly sold.” Since the company knows that children under 12 will inevitably be exposed to its products, Unilever is introducing a ‘Responsibly Made for Kids’ logo on its point-of sale communications, such as product packs and price cards. It indicates to parents and caregivers which products are designed for children, so they can make an informed choice when buying its products.

“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,” says Matt Close, Executive Vice President, Global Ice Cream Category.

Unilever’s move to support kids’ health

It’s a move designed to help parents, caregivers and kids make informed choices about the food and drinks they buy, and to address the rise of social media, and the vast increase in products on sale.

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.

It is implementing strict controls concerning the placement and content of its ads, and we won’t use any influencers, celebrities or social media stars who primarily appeal to children under the age of 12.

It will also be limiting its use of cartoon characters. While it will still see some on its point-of-sale materials, they will only be used for products with a specific nutritional profile.

Wall’s ice cream business will be leading the implementation of this approach and putting these new principles into practice.