Kid Cuisine
 | |
| Industry | Frozen dinner |
|---|---|
| Founded | 1990 |
| Parent | ConAgra |
| Website | kidcuisine |
Kid Cuisine is a brand of packaged frozen meals targeted for children's appetites, marketed by Conagra Foods,[1] created in 1990.[2] Described as a "frozen food version of a Happy Meal",[3] the product is marketed towards children, while assuring parents of nutritional benefits.
Nutrition and marketing techniques[]
Kid Cuisine is what its own marketing agency in the 2000s described as a "kid-driven request item", that is, children would ask their mothers to buy these items.[4] Advertisements for Kid Cuisine were consciously aimed at the child, which was urged to request their mothers to buy these items, especially in the upper range of the 3-12 year old range the brand aimed at.[5]
The foods sold under the brand often have what Bettina Elias Siegel called "nutritionally questionable combos", including "cheeseburgers or mac and cheese served with corn and gummy candy, chicken nuggets served with French fries and pudding", etc. By 2010 such foods were increasingly questioned as the obesity epidemic took center stage, and Conagra developed a new marketing technique to keep convincing mothers to buy these products for their children. With the slogan "The more you know, the less you 'no'", they attempted to convince mothers that Kid Cuisine did actually provide nutritional foods that mothers would not have to say "no" to. But "good reasons" to say "yes" were, according to Siegel, very weak, and included assurances about some of the meals containing minerals and vitamins, and "minor nutritional tweaks" like using whole grain flour for the breading of chicken nuggets. In addition, the brand changed its mascots, ran an ad campaign aimed directly at children, and included some game where children could sign up and win prizes. 20,000 children signed up online in 17 days, and many came back again and again to play branded games. The dual strategy that, according to Siegel, is at work here, targets parents and children: parents' "nutritional vigilance" is eroded, while children are encouraged to demand unhealthy products.[4]
Kid Cuisine relies on advertising with TV and movie characters, including The Avengers, Frozen, and SpongeBob SquarePants; the company also had a "Hello Kitty" chicken nugget dinner.[3]
References[]
- ^ Kraak, Vivica I.; Gootman, Jennifer Appleton; McGinnis, J. Michael, eds. (2006). Food Marketing to Children and Youth: Threat or Opportunity?. National Academies Press. p. 183. ISBN 9780309097130.
- ^ Cahn, Lauren (September 10, 2020). "23 Classic TV Dinners Everyone Loved". Eat This, Not That. Retrieved June 25, 2021.
- ^ a b Farthing, Jessica (December 29, 2020). "15 Frozen Food Facts You Never Knew". Eat This, Not That. Retrieved June 25, 2021.
- ^ a b Siegel, Bettina Elias (2019). Kid Food: The Challenge of Feeding Children in a Highly Processed World. Oxford University Press. pp. 67–68. ISBN 9780190862121.
- ^ Coffey, Timothy J.; Siegel, David L.; Livingston, Gregory (2006). Marketing to the New Super Consumer: Mom & Kid. Paramount Market Publishing. pp. 56–58, 162–163. ISBN 9780976697329.
External links[]
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