Blog: New briefing on kids’ food

Catherine Sleep | 14 February 2005

While children’s buying power soars, food manufacturers are in danger of becoming stultified by the recent scrutiny of kids’ eating habits. Some are afraid of launching an ‘offensive’ product and are shying away from launching new products altogether. As a result, 2003 and 2004 saw NPD in the children’s food market drop sharply.

But inaction is not the answer, and those manufacturers who have seized the initiative are reaping the dividend in increased sales and parental recognition, which raises a key issue. With recipe reformulation to make kids’ products lower in fat, salt and sugar, food manufacturers have begun providing the wherewithal to eat more healthily, but they cannot provide the willpower to do so. This has to come from another source, be it parental guidance, government recommendation or school education.

A multi-pronged attack is needed. Manufacturers need to provide food that kids want to eat, and parents are happy to feed them. This month’s members-only management briefing examines the many contentious issues involved in the children’s food market – to find out more, click the hyperlink.

Children's modern eating habits


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