Children’s Food

1. Front Matter

   Pages i-xiv

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2. Influences on food choice within the family

   • P. Stratton

   Pages 1-19

3. How to make effective advertising aimed at children

   • J. Mathews

   Pages 20-35

4. Starting the day right!

   • K. R. O’Sullivan

   Pages 36-48

5. Why tastes change

   • S. Lang

   Pages 49-68

6. Children’s nutrition: drivers for change

   • N. Jardine, C. Philpott

   Pages 69-93

7. The politics of advertising to children

   • L. Stanbrook

   Pages 94-118

8. How packaging works with children

   • S. H. L. Clark

   Pages 119-125

9. How much does food and drink advertising influence children’s diet?

   • T. P. Barwise

   Pages 126-151

10. Children’s views on food and nutrition: a pan-European study

    • Jean-Pierre Proponnet

    Pages 152-243

11. International influences on children’s food and drink

    • V. N. Balasubramanyam

    Pages 244-253

12. Back Matter

    Pages 255-258

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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.

• Advertising
• Innovation
• food
• food industry
• marketing

• Children’s Research Unit, London, UK

  Glen Smith

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