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Kids have tastes, too

September 2, 2011 by Barry Klein — Marketing Directo, Go Roma

The deluge of news about changes and restrictions in Kids Meals, and new offerings that are supposed to make kids healthier and happier is most interesting. Here we have Kids LiveWell offerings, there we have new combinations like apple slices and smaller portions of fries, and looming on the horizon are new "guidelines" from an alphabet soup of government agencies that dictate which foods are able to be advertised to children.

There's just one question that seems to be ignored in all the flurry of activity: Will the kids eat this stuff?

Yes, it does matter.

Advocates say that these are the meals kids SHOULD be eating because there are fewer calories, sugar, sodium, and all the rest of the ingredients that give the food some degree of taste. But this writer has yet to see any measurements or research that says kids have tried these items and liked them. What good are "better-for-you" foods on the menu if we have to shove them down children's throats?

How much do parents appreciate those choices when the kids leave half of the food uneaten? Has anyone done focus groups or any sort of research that actually had kids taste the food and discuss whether or not they liked it? Will toys come back to Kids Meals as an incentive for kids to eat food they don't like?

In today's world, children develop their tastes at a very early age, and refine their taste sophistication increasingly rapidly. If adults will no longer eat bland, boring food, why should children? And if any of us can begin to move gradually toward a balanced diet without sacrificing taste, why shouldn't our kids have that option?

If we continue to travel down the current dictatorial path, here's a likely scenario: children could only want the brands that still serve what they like, causing those chains who gave in to the pressure to lose visits, and parents would become even more indulgent because they don't want to waste money on food the kids rejected after a few bites. In fact, kids will be sharing the food from the parent's plate even more than they do now. ("Not enough fries in the Kids Meal. I'll just have some of yours, Mom.")

Let's step back, take a couple of breaths and confront this important issue sensibly. Someone — a chain, a purveyor, an association or a mixture of restaurant people -- needs to TALK TO THE KIDS!

Our industry needs a product development effort that isn't driven by government agencies and fanatics who only focus on what is in the food and don't care about the taste. Kids care ... and so do the majority of the families who purchase food from restaurants.

Which brand will be the first to announce lower-calorie, lower sodium, healthier kids meals that children really like and want to enjoy often? It's hard for this old restaurant marketing guy to believe that some smart group isn't already into such a project. If you need help from a crusader who thinks kids deserve a break today, get a hold of me.

About Barry Klein

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