I just read an article (http://money.cnn.com/2007/02/05/news/companies/masterfoods/index.htm) about how Masterfoods, which makes several different candy bars (Snickers, Milky Way, Skittles, Twix, M&Ms) recently announced that it is no longer going to market to children under 12 years of age because of concerns about childhood obesity. This is one of the first 'food' companies to address this issue (some soda companies have taken similar positions - removing sodas from schools, for example). I think it is good to see a company taking this approach, especially because the estimated purchasing power of 2-14 year olds is $500 billion and the dietary habits established in childhood are likely to persist into adulthood.
Specifically to M&M, I found it interesting that it is believed the marketing strategy will not have to be significantly changed because M&M's 'have never targeted below 12 years of age'. When I think of the M&M product I immediately think it is marketed for children. M&M's are recognized by its characters on television, colors, size, games on its website (http://us.mms.com/us/fungames/games/ - check it out and see if you think these are targeting children).
I am interested to see how the new marketing approach will work, and if other companies will follow suit.
2 comments:
It sounds as though Masterfoods is saying that it'll stop doing something that it never has done. Hmm...
I think it is an interesting stance that Masterfoods is taking. It is nice to see that corporate responsibility still has some influence on business practices. I am in agreement that a healthy diet discipline starts in your early years. Since Masterfoods claims their current marketing strategy does not target children under 12, and there will be no change, it will be interesting to know whether this will have any impact on future candy & snack foods sales. The test will be if sales decline and Masterfoods maintains this policy.
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