05/22/2014 12:39 EDT | Updated 07/22/2014 05:59 EDT

U.K. supermarket Tesco removes candy from child's-eye view

The chocolates and candies at the checkout counter that tempt children in strollers could soon be eliminated from one U.K. food retailer.

Tesco, the biggest British grocery chain, will stop the display of candy at checkouts in its grocery and convenience stores by the end of the year.

It said it was responding to its own research showing 65 per cent of shoppers wanted confectionery removed from checkouts to help them make healthier choices when shopping.

The bright colours at eye level are particularly seductive to children and about 67 per cent of Tesco respondents said they wanted the products removed from the reach of their children.

"We all know how easy it is to be tempted by sugary snacks at the checkout, and we want to help our customers lead healthier lives,” Tesco chief executive Philip Clarke said.

Tesco’s 740 large grocery stores stopped displaying candy at eye-level almost 20 years ago, but this announcement takes in its 1,800 smaller stores.

Tesco joins grocery chains Lidl in deciding to keep candy out of child’s-eye view.

In January, Lidl replaced racks of candy with dried and fresh fruit, oatcakes and juices. Tesco said it will also experiment with displaying a range of healthier products.

Ben Reynolds of the food and health charity Sustain welcomed the move.

"Parents will be delighted to hear that they will no longer be pestered for fatty, salty and sugary snacks while queuing at the checkout in their local Tesco,” he said. “We hope that other supermarkets will now follow Lidl and Tesco's lead, and realize that taking action to improve children's health is not something to fear."