Children’s Food

Marketing and innovation

  • Glen Smith

Table of contents

  1. Front Matter
    Pages i-xiv
  2. K. R. O’Sullivan
    Pages 36-48
  3. S. Lang
    Pages 49-68
  4. N. Jardine, C. Philpott
    Pages 69-93
  5. L. Stanbrook
    Pages 94-118
  6. S. H. L. Clark
    Pages 119-125
  7. V. N. Balasubramanyam
    Pages 244-253
  8. Back Matter
    Pages 255-258

About this book

Introduction

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.

Keywords

Advertising Innovation food food industry marketing

Editors and affiliations

  • Glen Smith
    • 1
  1. 1.Children’s Research UnitLondonUK

Bibliographic information

  • DOI https://doi.org/10.1007/978-1-4613-1115-7
  • Copyright Information Springer-Verlag US 1997
  • Publisher Name Springer, Boston, MA
  • eBook Packages Springer Book Archive
  • Print ISBN 978-1-4612-8424-6
  • Online ISBN 978-1-4613-1115-7
  • About this book