Talkin’ ‘Bout Snack Foods

An unfortunate gastronomical encounter with a snack-food brownie-like product got me talking about foods we all loved “back in the day,” (many of which would make a self-respecting foodie―or nutritionist―cringe in horror) with our friend Keena D. Lykins, a public relations senior account supervisor at Rhea + Kaiser Marketing Communications. She had such fun writing her last blog, that she offered to do an encore on this new topic. But I do regret to inform her, that I still find Hostess Sno Balls®, particularly the green ones, inexplicably delicious.

   –Lynn A. Kuntz

Modern Marketing Meets Nostalgia

When I was a child, my favorite snack was a MoonPie^®. What could be better than marshmallow squeezed between graham cookies and covered in chocolate? Except maybe one washed down with soda. So imagine my surprise a few years back when I bought a MoonPie and discovered it tasted nothing like I remembered.

In fact, it was too sugary—much sweeter than I recalled (although my eight-year-old niece loved it). In subsequent conversations with friends and co-workers, I’ve discovered most of us have had those moments when we realize the Twinkies or Pink Sno Balls of our childhood no longer taste the same.

Sadly, it’s not the snacks that have changed.

We all know our taste buds develop as we grow older, er...mature. Bitter flavors become more palatable, while sweet flavors become less so. We usually don’t notice the subtle changes until we get nostalgia—a frequent occurrence around the holidays—and indulge in a former favorite.

Of course this insight comes as no big surprise to food marketers and sensory experts, both of which have long known that most children prefer sweet to bitter. As a result, in the past, companies tended to load foods aimed at children with massive amount so sugar, advertise during Saturday morning cartoons and call it good.

The growing obesity problem, changes in regulations on advertising to children and a greater emphasis on healthy dietary habits have—or should have—altered that marketing strategy. And if it hasn’t changed children’s viewing and dining habits, it will.

In 2006, the Kaiser Family Foundation noted today’s youth multitask their way through a variety of electronic media, i.e. iPods, the Internet and smart phones, and somehow manage to pack in 8.5 hours of media exposure into a 6.5-hour day.

As a communications professional, I see the potential in using these media to reach a target audience of tweens or teens, but also as a PR counselor, I would advise clients to remember these three rules when reaching out to these groups:

·        Bring parents into the loop: Today’s children may spend a great deal of time alone, making it possible for parents to not know about their child’s participation in your promotion, sponsorship, etc. However, keeping parents informed positions you as a responsible company and prevents a host of potential problems.

·        Offer consumption guidelines: As a child, I would have eaten MoonPies three times a day if my mother had let me. And after observing the eating habits of my niece and nephews, I know that tendency among children hasn’t changed. So in a way, this goes back to the first rule of including parents in the conversation. Help parents reinforce good nutritional habits by reminding both parent and child where your product fits into an overall healthful diet.

·        Don’t make it something it isn’t: As part of its consumer trends forecast for 2009, research company Mintel predicted trust and credibility will play an increasing role in consumer choice. While children can greatly affect buying habits, parents still retain control of the debit card. So be honest about what your product is—and isn’t. After all, even my seven-year-old self knew MoonPies and Pepsi weren’t a wholesome meal, but my adult self still likes the idea of them on a warm spring afternoon.

So I guess the main rule is the first rule: when talking to children, make adults part of the conversation.

Last, but not least, leave a comment and tell us what favorite snack you remember from your childhood. Do you still eat it?
   –Keena D. Lykins