Children’s Food: Marketing and innovation

Description

The purpose of this book is to serve as essential reading for those innovating and marketing food products for children as well as those determined to better understand the children's marketplace in order to ensure that it is administered in a manner consistent with the long-term aspirations of society. The book begins by setting the scene and looking at the way children influence food choices within the family and the role advertising is thought to play in driving those choices. Professor Stratton of The Psychology Business (Department of Psychology, Leeds University) has world renowned expertise in the methodology of researching family dynamics and he shows which are the prime influences on the family diet. J.W. Thompson Advertising Board Director Jane Mathews then evaluates what constitutes effective advertising and reveals enduring themes within the children's marketplace. In Chapter 3, Dr Kathryn O'Sullivan of the Kellogg's company examines the nutritional importance of food under the title 'Starting the day right'. She demonstrates her expertise for introducing young taste buds to products which 'Break the fast'. Simon Lang, Senior Consultant at the Henley Centre follows by examining not only why food tastes change in children but also why family eating is itself changing and the implications for the future. Front Matter....Pages i-xiv Influences on food choice within the family....Pages 1-19 How to make effective advertising aimed at children....Pages 20-35 Starting the day right!....Pages 36-48 Why tastes change....Pages 49-68 Children’s nutrition: drivers for change....Pages 69-93 The politics of advertising to children....Pages 94-118 How packaging works with children....Pages 119-125 How much does food and drink advertising influence children’s diet?....Pages 126-151 Children’s views on food and nutrition: a pan-European study....Pages 152-243 International influences on children’s food and drink....Pages 244-253 Back Matter....Pages 255-258