Abstract
Mintel estimates that there are 6 billion child-related snack occasions a year, 71 million of which are associated with travel to and from school. One third of calories are eaten without parent' s knowledge and obesity rates continue to increase.
Manufacturers looking to compete in the children' s food sector must run a gauntlet through a host of Government regulation and the needs of both parents and children. In 2007 all forms of marketing activity and advertising to children are now controlled, distribution in schools is also restricted unless foods comply with nutrient standards, and certain foods are expected to carry ‘traffic lights’ or guidelines daily amount information. Media pressure on parents has raised health awareness to the point where attitudes are changing. Amongst all of this it is easy to forget the needs of children, the power they exert on purchase decisions and their potential to rebel.
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