US: MOM's bans products aimed at kids

By Katy Askew | 16 January 2013

MOM's Organic Market has banned products targeting children through the use of licensed cartoon characters.

The move includes a wide range of products, from frozen soybeans to juice boxes. All products targeting children through the use of characters from books, television or film will be discontinued and replaced with organic alternatives. 

"Marketing to children is wrong and should be illegal," commented Scott Nash, founder and CEO of MOM's. "Advertising is a shady game. It focuses on creating a shallow emotional attachment instead of pointing out the merits of a product. Unfortunately, it works - and young children are particularly susceptible."

Show the press release

MOM's Organic Market Eliminates Products Marketed to Children
Family-owned organic grocer bans products targeting children with licensed cartoon characters on packaging.
ROCKVILLE, Md., Jan. 15, 2013 /PRNewswire/ -- MOM's Organic Market, the Washington-Baltimore region's family owned organic grocer, is taking action to eliminate marketing to children. The ten-store chain is discontinuing products with packaging that features cartoon characters from children's books, films and TV. Products ranging from Dora the Explorer frozen soybeans to Elmo juice boxes will be discontinued and replaced with organic alternatives in cartoon-free packaging.
(Photo: http://photos.prnewswire.com/prnh/20130115/PH42804 )
"Marketing to children is wrong and should be illegal," says Scott Nash, founder and CEO of MOM's. "Advertising is a shady game. It focuses on creating a shallow emotional attachment instead of pointing out the merits of a product. Unfortunately, it works -- and young children are particularly susceptible." Nash, a father of three, first noticed the prevalence of cartoons on products marketed to children when his three-year-old daughter begged her mother to buy a breakfast cereal co-branded with Clifford the Big Red Dog.
A recent report by the FTC showed that major food and beverage brands spent $1.79 billion marketing to children in 2009, including over $80 million on licensing fees for cartoons and other popular characters. "Using beloved media characters to sell kids on a particular brand of food is wrong, even if it's healthy food," said Susan Linn, Director of the Campaign for a Commercial Free Childhood. "Children should not be trained to pick foods based on the cartoon on the box. We congratulate MOM's for taking this courageous stance on behalf of families and urge other companies to follow suit."
About MOM 's Organic Market
Founded in 1987 in Scott Nash's mother's garage in Beltsville, MD, MOM's Organic Market is a family owned and operated organic grocer with ten stores in the Washington-Baltimore region. MOM's is dedicated to supporting organics and furthering their Purpose: to protect and restore the environment. For more information visit momsorganicmarket.com

Original source: MOM's Organic Market

Sectors: Advertising & labelling, Natural & organic, Retail

There are currently no comments on this article

Be the first to comment on this article

Welcome to the home of food information, insight & intelligence

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page