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Some Kids Say Cartoon Endorsed Foods Taste Better

Do foods sold with cartoon characters on the package taste better? In a Yale study, children preferred cartoon-endorsed foods to identical products in different packages.
Forty New Haven, Conn., four- to six-year olds participated in the study. They tried two samples of three different snack foods—graham crackers, fruit snacks, and carrots. Unbeknownst to the children, products within each group were identical foods in different packaging.

When asked which of each sample tasted better, more than half of the children chose the snacks in cartoon-endorsed packaging. This number jumped to about 85 percent when asked which snacks they preferred.

Christina Roberto, a post-graduate student at Yale University and lead author of the study, says this is no accident. Companies use cartoons to push kids to choose their products. Seems innocent enough, right? Wrong. One of the major concerns is when companies use characters to promote junk food rather than health food, which can lead to weight problems and poorer nutrition.

“The food industry spends $1.6 billion on youth-targeted marketing and, of that, 13 percent is dedicated to character licensing and cross-promoting,” Roberto said. “For the most part, these foods are of poor nutritional quality.”

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