It's called fruit juice so it's good for me......... Right?: An exploratory study of children's fruit content inferences made from food brand names and packaging

Abstract

Food and beverage marketing to children has come under extreme scrutiny in the past several years as it has been recognized as a potential contributor to the childhood obesity epidemic. It is not the purpose of this research to make the connection between food marketing and childhood obesity. However, an important aspect in fighting this epidemic is corporate responsibility in conveying clear brand information. From an information processing framework, this research examines the inferences made by children about fruit content in children's food and beverage products. It focuses on food products that are linked to fruit through signals of fruit in the brand name or packaging. Broadly speaking, this research examines the question, "when exposed to food product brand names and packaging with fruit-like cues, what do children infer about the amount of fruit found in these products?" Findings illustrate extreme confusion in the marketplace. Research addressing how children perceive brand names and other elements of food packaging is important for brand strategy and public policy. © 2012 The Clute Institute.