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.
