What if the popular children's characters Ryder, Chase and the PAW Patrol pups helped make healthier choices in the supermarket part of the adventure? Lidl is making it possible: from July 2026, the discounter is partnering with PAW Patrol and, for the first time, is working with a global children's franchise for own-brand food products that meet the World Health Organization (WHO) nutritional criteria as well as Lidl additional criteria. 

The campaign is being launched to coincide with the upcoming theatrical release of Paramount Pictures‘ PAW Patrol: The Dino Movie and is aimed at families in 30 European countries. To celebrate the release, Lidl Malta is bringing the action directly from the store aisles to the cinema screen for local families.  

To make healthy choices even more rewarding, Lidl Malta is offering customers an exclusive movie experience. Between Thursday, 30th July and Wednesday, 5th August 2026, shoppers who spend at least €30 in a single transaction and scan their Lidl Plus App at checkout can enter a special lottery. A total of 100 lucky winners will receive three tickets each to an exclusive screening of PAW Patrol: The Dino Movie. 

Products that children love and parents can trust

Healthy food for children is not always easy in everyday family life. This makes it all the more important to offer products that are popular with children and are also a reliable choice for parents. This is precisely the aim of the partnership: PAW Patrol branding appears at Lidl exclusively on own brand products that meet the nutritional criteria of the WHO as well as the additional Lidl criteria. To this end, the nutritional values of popular Lidl own-brand products from the food range have been adjusted accordingly. In addition, fresh fruit and vegetables are also included in the partnership with PAW Patrol to inspire children to eat a balanced diet.

Stefan Haensel, Head of Quality & Sustainability, Senior Vice President Lidl Stiftung & Co. KG, says: “We know how important our role as a grocery retailer is in families' daily lives. We understand the challenges involved in preparing healthy meals for children. That’s exactly why we want to make things easier for families. With the PAW Patrol campaign, we’re using fun, playful ways to inspire children to eat healthier and offering products parents can trust. We follow a clear principle: Our own-brand products aimed at children only make it onto the shelves if they meet the strict criteria set by the WHO as well as our own additional Lidl criteria. That’s how we make healthy eating simple.”

Massimo Tortora, Head of Trade & Promotion Lidl Stiftung & Co. KG adds: “With PAW Patrol, we at Lidl are using the appeal of one of the world's most popular children's franchises and a strong international partner like Paramount to help children and parents alike to make more health conscious food choices. In this way, healthier eating becomes part of the shopping basket in a playful way and a visit to the Lidl store becomes a shared mission for young and old."

From July 2026, Lidl's own brands with packaging designed to appeal to children will only be sold if they meet the WHO nutritional criteria and Lidl's additional criteria. Lidl will only offer these children's options for products that meet these clear criteria. The partnership is more than just a campaign. Since 2023, Lidl has already stopped advertising own-brand products aimed at children that do not meet these criteria. This PAW Patrol partnership makes this principle visible with clearly defined exceptions only applying to seasonal promotional items for Christmas, Easter and Halloween.

Lidl takes the everyday reality of families seriously and takes action.

25 percent of children in Europe are overweight.¹ Lidl takes this reality seriously: with products that are affordable for everyone and with communication that does not lecture, but simply makes it easier for families. The partnership is part of the international CSR strategy "Conscious Nutrition", which the company is pursuing until 2030. The guiding framework is the Planetary Health Diet - a science-based model for a diet that is good for both human health and the planet. 

¹  WHO European Childhood Obesity Surveillance Initiative (COSI): report on the sixth round of data collection, 2022–2024. Copenhagen: WHO Regional Office for Europe; 2025. 

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