Special edition: Food for kids
Double challenge: Appeal to both parents and kids
The parents are the ones purchasing the product - but it's their kids who will ask for it again and again. This gives companies a double challenge - appealing to two different consumers with very different priorities. In order to do this, brands need to identify where the crossover is.
Meanwhile Claudia Strauss, managing director for FMCG at Future Thinking told FoodNavigator successful brands will find the sweet spot where mum is happy to give the child that brand because it’s healthy, educational or inspiring, while kids are happy to be given it because it’s fun, playful or cool.
Cheestrings is an excellent example of how this can be done, she said. “Tonally and execution is child orientated (but aspirational - remember that kids are inspired by appearing older than they are) but the message is absolutely aimed at allaying mum’s fears about the quality.”
Charlotte Butterworth, managing director for quality at Future Thinking said: “For parents their needs are based on doing the right thing for them and their child. For kids (depending on the sector) appeal is at a much more physical and engaging level i.e. with food it’s about taste, with TV it’s about making them laugh and being entertained.”