Fruit drinks are the beverage category most likely to include child-specific branding or features on packaging, according to the Rudd Center for Food Policy and Obesity. In total, 15% of beverage packages include child-targeted features, such as cartoon characters or references to “kids.” Nearly three in 10 beverage categories (28%) feature promotions on their packaging, such as sweepstakes, giveaways, and tie-in deals. Iced tea and energy drink packages are the beverage categories least likely to contain child-directed images on their packages.
Many child-targeted images and promotions are positioned as being beneficial to children and families. For example, Capri Sun boxes show cartoon characters in various athletic activities, to encourage kids to exercise. Similarly, Country Time Lemonade teams with non-profit Alex’s Lemonade Stand Foundation to raise money for childhood cancers.
Source: Rudd Center for Food Policy and Obesity, Yale University, Rebecca Gertsmark Oren, Director of Communications, PO Box 208369, New Haven, CT 06520; 203-436-2513;rebecca.oren@yale.edu; www.cerealfacts.org.
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