Formulating Products for Kids

摘要

Eye-catching colors and flavors attract kids, but nutrition attracts moms, when it comes to foods and beverages for children. Beyond this tug-of-war between parent and child, however, product developers also must be keenly aware of governmental programs, regulatory scrutiny and consumer advocacy groups focusing on foods for kids. Formulating and marketing food products for children have always involved a necessary give-and-take. On one hand, companies have to create a food or drink product kids will find both tasty and visually appealing, so kids will "demand" it from their parents. On the other hand, companies must develop a product parents will be willing to purchase. This tug-of-war has never been more apparent than in today's marketplace, where the race for the consumer dollar is more competitive than ever-as more products abound than ever before. Simultaneously, there is an unprecedented level of focus on nutrition. Marketers and advertisers charged with brainstorming new ideas to attract children and parents must develop such plans, while remaining keenly aware of governmental programs publicizing the fight against childhood obesity; regulators scrutinizing products with increased interest; and consumer advocacy groups taking companies with perceived misleading advertising campaigns to court.