Food Branding and Young Children's Taste Preferences: A Reassessment

OBJECTIVES: This study examines the effects of branding and packaging on young children's taste preferences. METHODS: Preschool children aged 3 to 5 (n=65) tasted five pairs of identical foods in packaging from McDonald's and in matched packaging that was either plain, Starbucks-branded, or colourful (but unbranded). Children were asked if the foods tasted the same or if one tasted better. RESULTS: Children preferred the taste of foods wrapped in decorative wrappings, relying more on aesthetics than on familiar branding when making their choices. CONCLUSIONS: The findings suggest the need to explore questions beyond commercial advertising (and brand promotion) on television and other media platforms. More attention should be directed at the important role of packaging in directing children's food preferences.