Archive for January, 2010

Cereal Facts, Not Serial Killers. Best and Worst!

Wednesday, January 27th, 2010

The Yale Rudd Center Report on Marketing Cereal to Kids is out, and it isn’t pretty. Here’s an excerpt:

“Compared to cereals marketed to adults, those marketed to children have 85% more sugar, 65% less fiber, and 60% more sodium. Together, cereal companies spend more than $156 million per year marketing to children.

■    Products with poor nutrition ratings such as Lucky Charms, Reese’s Puffs, and Cookie Crisp average three to four health claims on every box.

Most cereals with the worst nutrition ratings are classified as “better-for-you” or “Smart Choices” by the companies.

The average preschooler sees 642 cereal ads per year just on television, almost all for cereals with the worst nutrition ratings.”

The kids cereals with the best ratings?

Mini-Wheats, Organic Wild Puffs, Honey Sunshine, Mighty Bites and Clifford Crunch.  You might not have heard of them, but I hope you will.

And they might take a page from really successful, heavily advertised cereals.  Make their sites totally engaging:  other cereals turn into toys or playthings.  Why not healthier cereals?

Marion Nestle has assembled more Kids’ Marketing resources on her blog today.

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Two Good Child Obesty Programs

Tuesday, January 26th, 2010

If you see a dark room, you should turn on the lights.
Seth Godin, author, LinchPin: Are You Indispensible?

Successful Pediatric Obesity Programs seem hidden, like Easter Eggs in April grass, or root vegetables under the tundra. That’s in part because they are expensive, often residential, and insurance doesn’t cover them. But some of the best ones deserve highlighting.

There still is not a break-through kids diet book, perhaps because too many doctors are afraid to state the obvious: some kids need to go on a diet. Period. So, that will have to wait until next year.

(Hint: kids can go on a diet and maintain self-esteem. Actually, improve it. Without being mercilessly tormented by their only slightly leaner school bullies).

Meanwhile, some of the best pediatric obesity programs are ones in which parents participate. It’s tough for kids to lose weight in a house in which CheezDoodles are a TV snack. Or the tube/PC/Xbox/Nintendo is the center of evening and weekend attention.

So I like the programs at Healthy Buddies, in British Columbia, where kids teach kids. And the OWL program, especially for kids with diabetes, in New England.

A 2008 study of 140 childrens hospitals showed that Most kids diet programs are about adopting lifestyle changes and about 25% have a physician, dietitian, physical activity specialist and psychologist.

Have any programs or books worked for you?

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