Question

Topic: Branding

Snacks Branding

Posted by Anonymous on 3/10/2009 at 10:41 AM ET 250 Points
We have just set up a new company producing healthy corn based snacks.

We would like to sell this to kids as leisure food that is healthy, filling and funky at the same time.

Any ideas on how to brand for the kids? What strategies should I put in place to make position our brand as top of mind for both kids and their parents?

Unique ideas sought...
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RESPONSES

  • Posted on 3/10/2009 at 11:41 AM Author
    Thank you for the response!

    What I really need help with is ideas on how to brand for the kids so that our brand is to of mind for the kids.

    We have a business plan but this area of branding is weak, in my view.

    Any ideas?
  • Posted on 3/10/2009 at 12:20 PM Accepted
    Having served as the Director of Marketing for a major snack food manufacturer, I can tell you that your real target audience is the parent/mother, not the kid. Researching what will appeal to kids is not the same as researching what the mother thinks will appeal to her kids. (Of course, if you can do both that's a plus, but don't get fixated on branding for the kids to the exclusion of the mother/parent.)

    You haven't told us what country you are targeting, what the competitive landscape is like, what would set your product apart from others (Is it just the fact that it's "healthy?"), or any other important elements of your marketing strategy. How will your product be distributed?

    Have you done any taste-testing? If the product is positioned as being "healthy" there will be an expectation of reduced taste or mouth-feel/crunch. That could be the kiss of death with kids. You need to find that optimal point where product acceptance, positioning and consumer needs (both mom and kids) intersect.

    Hope this helps.
  • Posted on 3/10/2009 at 12:30 PM Author
    This is very helpful...we wanted to do apply a pull strategy by going to schools and places where kids frequent...then talk to the parents thereafter or simultaneously...does that make sense to you?
  • Posted on 3/13/2009 at 8:58 AM Accepted
    Schools are great place to target kids of a specific age group. You need to see if your brand/item meets CN guidelines for nutrition. In addition, can you produce a package that is small enough to meet the nutritional guidelines of the child? After that is done, it would be best to find a couple of good brokers (I can point you in a good direction) to help establish the markets and set up distributors.

    Another thought would be to the SNA National Show in Las Vegas this June. It will provide an opportunity to meet directors and showcase your products.

    If I can help, let me know.
  • Posted on 3/15/2009 at 4:48 PM Moderator
    Sorry, your approach does not make sense to me. For food items, even snack foods, mom is the one who will make the purchase decision. She's also the only one who cares about "healthy." For kids "healthy" is a turn-off. ("That healthy stuff all tastes like cardboard.")
  • Posted on 3/17/2009 at 7:37 PM Accepted
    I think one of the most important things is the taste. If you are not a 100% sure about that, do not put it on the market. Do taste-testing first, do a little sampling, ask them what they think.

    Children are honest, if they don't like the food they will tell their parents right away. Nowadays there are so much more healthy options to choose from, as its one of the biggest trends in the food industry. The parents wouldn't hesitate to switch to another brand or product.

    Get the parents to think it's healthy isn't enough. The parents must think it will contribute to their child its life/growth/health. As for the children, don't worry about them.. All you need to do is make the packaging look fun or put a little toy/present inside.

    Good luck..

    Marketing Eye Digital
    [URL deleted by staff]
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