A budget supermarket chain is examining how it packages writing implements for children following objections from a customer who flagged what she called superfluous gender-based product marking.

The retailer confirmed it was taking seriously the grievance raised by Emma Ward regarding pens sold with gender-specific packaging despite seemingly being indistinguishable items.

The 48-year-old, who has devoted 30 years to working with young people, explained she was troubled to discover the gendered writing instruments in the central section of her local Aldi store.

According to the youth club worker, the sets of coloured blow pens appeared to be fundamentally identical products housed in matching containers, yet one carried a designation for boys and the other for girls.

Ward argues that separating the product by gender conflicts with the principles she works hard to instil in children through her job.

Ward believes applying gender labels to these writing instruments could potentially be harmful for youngsters, whom she aims to motivate to engage with and pursue any activities they desire without bias.

Aldi maintained they regard customer opinions as extremely important and stated they would factor in Ward’s objections about the gender-labelled pens when developing upcoming product ranges and specifications.

Ward, from Bourne, commented that she and colleagues dedicate their working lives to telling children they are unrestricted in pursuing any activities and playing with whichever toys appeal to them.

She said applying gender labels to something as basic as pens genuinely troubled her, as it opposes everything she teaches the children.

She questioned what purpose the labelling serves, calling it rather absurd to categorise pens as appropriate for one gender or another.

She noted the products were essentially the same item with the same packaging and all contents identical.

She emphasised this concerns expanding possibilities for children rather than limiting them by suggesting youngsters cannot use a particular product because it is marked for boys or girls.

She expressed concern this could genuinely cause harm, as children encountering such products would naturally recognise differences between genders.

Ward believes Aldi should remove the item from sale, and this matter has led her to reconsider where she does her shopping.

An Aldi representative stated they value customer feedback significantly and will consider this input when planning future product ranges and specifications.