What’s in the cereal aisle? An analysis of child-targeted cereals in Canada

Purpose To examine the nutritional quality and nature of packaged cereals targeted to children. Design/methodology/approach All child-targeted cereals were collected from four major retailers in Calgary, Alberta, Canada, and examined for their marketing techniques, nutritional profile and in light of industry and government-led criteria for advertising regulations. Findings 103 children’s cereals were examined. Overall, cartoons were the most prevalent persuasive technique (83%), alongside various other child-friendly techniques linking cereal to fun, treats and/or sweets. Almost 90% of cereals had front-of-package nutrition/health claims, yet they averaged 30% of calories from sugar. No cereals would be permitted to be advertised to children based on government criteria; however, 68.9% would be permitted based on the industry code. Practical implications The study points to the need to take food packaging more seriously as a vehicle for marketing to children. Social implications From a policy perspective, the striking difference between what is deemed “appropriate” for advertising to children signals a greater need to scrutinize the nutrition criteria used and to consider broader implications for consumers’ classification of healthy food for children. Originality/value This comprehensive examination of child-targeted cereals in Canada is the first to detail their persuasive packaging techniques, sugar content and nutritional profile according to both government and industry-defined criteria. Given calls from international public health bodies to protect children from food marketing’s persuasive power, this study provides a timely snapshot into the nature and nutrition of these products. By assessing whether the cereals explicitly packaged to attract children would be permitted to be advertised to them (using recent government and industry-developed criteria), the study reveals the striking difference between what is deemed appropriate to advertise, depending on the criteria used. The study signals the need to scrutinize the nutrition criteria used, to consider broader implications for consumers’ classification of healthy food for children, and to take food packaging more seriously as a vehicle for marketing to children.