"After the third cookie, it's over"

Brady Darvin, Director at Strottman
International Marketing, about the trend in American
food companies, with healthy innovations product range and
brand image.ww: What do you tell people from marketing departments when they ask for your advice?
Brady Darvin: The companies
are beginning to realize that it's good business to offer healthy dishes.
because the trend towards healthier eating has really taken off this time.
will prevail. If they are not implemented within the next five years
have such offers in their product range, then people will
go to the competition. And it takes one to two years before you
has such dishes in all stores. Mothers in particular put a lot of
It is important to us that healthy food is offered, even if
they buy the kids chips instead of an apple. But it
must be included in the offer, because in three or four years' time
most people will be ready to buy the apples by then.

Why are you convinced that the health trend will prevail this time?
Brady Darvin:
It's one thing if the adults are too fat, but when
children, then people start to worry about the children.
make. In addition, for the first time, two senators are threatening to pass laws
if the self-regulation mechanisms are not sufficient.
And this is shaking up the industry because it is convinced that
she can do it better herself.

Critics criticize above all those marketing strategies in which
cartoon characters are shown on the packaging or brand symbols
occur in computer games.
Brady Darvin: 
Games can be modified. For example, if a cookie in a
Oreo's game still can't find its way through the maze the third time
then the game is over. In this way you bring the
children that the third cookie is the end of the line. On the question of
packaging, I have to say that at some point the parents also start
have to bear responsibility. When the mother goes to the supermarket
Kids says we don't buy fruit snacks, we prefer to buy real ones
Bananas, then the children learn something about nutrition. You can use the
not prohibit companies from marketing their products. At some point
parents also need to start setting an example for their children of how to behave.
should eat properly.
Interview: Gerti Schön