Martha Seidner, Vice President, Smith Design

As someone involved in brand ID and package design for the last 20 years, including food brands created specifically for children, I’ve witnessed a shift in behavior and market trends which I believe will continue its course and change the entire notion of “kids-only” packaged foods. Below is my quick top 10 list of observations and recommendations for “kids-only” food brand owners.

1. “Kids-only” is over.
OK. There. I said it. I think the reign of silly foods “designed” for 5-10 year olds that are “just for them” is running near the end of its course.Why? Kids are people--part of a family. They’re taught to enjoy the same foods as adults and encouraged to expand their palates.
They’re exposed to better and different foods through new media and restaurants that are becoming more accessible than ever. (see #10)
Trend away from weird colors, strange flavors and oddly shaped versions of anything an adult would eat. Steer clear of things an adult wouldn’t be caught dead eating.

2. Kids-sized is relevant.
Smaller versions and portion control...all are still very viable propositions.
Functional and practical still make sense.

3. Kids have taste.
At the very least they have the same ability to acquire new and sophisticated tastes as adults. They are being exposed to bolder, spicier flavors and have accepted flavors beyond the mac’n cheese mentality.
Who says it’s good to feed kids totally different foods? Almost no one today. Consumers are bombarded with “natural, minimally processed and organic” messages through multiple media platforms and in schools. The foodie culture is booming. Kids love the Food Network, celebrity chefs and reality cooking shows.
Being a foodie is cool. Eating bad food is not.

4. Artisan or “artisan-inspired.”
These foods are the opportunity.
Trend away from highly processed foods, factory-made.

5. Mom focus.
On pack and in your marketing, speak clearly to mom about health and nutrition benefits. That remains the #1 most important product characteristic for her.
Trend away from marketing “junk.” Today’s web 2.0 environment demands transparency and you can’t hide.

6. Avoid gimmicks and overt advertising to kids.
Be careful about marketing in schools. Ethical marketing is key.
Avoid the backlash endured by many food and entertainment brands regarding their tactics to engage kids. Web 2.0 is watching.

7. Help mom to answer an entire family’s needs.
She’s less likely to buy separate foods just for kids. She’s busy and more financially-aware. Give her products everyone will enjoy.
Trend away from High Fructose Corn Syrup. Use natural sugar. Limit or eliminate artificial flavors and colors and too many preservatives. Make it good: taste good and good for family.

8. Raise the bar on Brand Design.
What’s the right branding style? Good design is simply a consumer expection at every price point, category...and...at every age.
Avoid ridiculous ‘“kid-level” design approaches. They’re just dated.

9. Be Smarter and Greener. The access to information about you, your company’s practices and what others think (accurate or not) are out there.

Play it safe: Provide great products, great taste, great packaging & visual branding that raises the bar design-wise. Don’t just say environmentally responsible ...be it.
Consumers pick ‘greener’ options when presented with a choice that won’t break the bank.

10. Kid-Adult Fusion Trend.
No more chicken nuggets? Restaurant kid menus are changing..offering smaller portions of premium steaks, fresh fish, locally-sourced healthy foods and bolder ethnic flavors....once the sole domain of adult palates.
Studies by NPD shows when given a choice, kids select healthy offerings in restaurants.

Will there always be entertainment licenses and exceptions? Yes, but market forces and trends support a new mindset and expectation for everyone in the family; including kids.

Yes, there is a need for packaged foods that are well-suited to younger consumers, but my money’s on food that answer mom’s need for her entire family and speak more intelligently to today’s information-driven world.

Martha Seidner
Vice President, Smith Design

About Smith Design

Smith Design is a brand identity and package design firm specializing in strategy based visual solutions for leading consumer brands.

Their core competency is packaging: brand identity, sustainable and structural design.

With offices based in New Jersey and California, the firm has been creating proven design solutions for brands and companies for over 30 years.