1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Aarhus BSS Administrative Centre - Aarhus BSS Communication, Aarhus BSS Administrative Centre, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University5 Aarhus BSS Administrative Centre - Aarhus BSS Communication, Aarhus BSS Administrative Centre, Aarhus BSS, Aarhus University6 Department of Management, Aarhus BSS, Aarhus University
Children and teenagers prefer fresh vegetables while their parents prefer boiled vegetables. The parents do not like toy-oriented packaging and are in general sceptical towards manufactured foods - especially fast food. However, children and teenagers enjoy products wrapped in fun packaging, especially with enclosed toys. It is not always easy to develop new and exiting foods that catch on with both children, teenagers and their parents. But a number of Danish companies and researchers have taken up the challenge and are well underway developing tasty frozen foods for children and teenagers based on Danish organic vegetables. The project deals with all the steps from farm to fork. MAPP has studied consumer attitudes and demands in connection with the purchase of food for children and teenagers. Dæhnfeldt A/S has selected vegetable varieties for important quality attributes and produced seeds for organic farming. Then seeds were sowed on organic fields and Nutana has started developing children-friendly frozen products. There are many considerations to make when one wishes to develop healthy and new frozen foods for children and teenagers. It has to be something that both groups want to eat - and it also has to live up to the parents' ideas about healthy eating. The parents' attach great importance to healthy food that is easy to prepare and that the whole family likes. Moreover, it is important that the children eat vegetables - preferably fresh ones as many believe that the vitamins in vegetables disappear when they are frozen. Up to a certain point children gladly eat vegetables. But they have to be fresh and served separately so they know what they are eating. The conclusion is therefore that it is important to know the attitudes of the parents and also the likes and dislikes of the children and teenagers. It is the parents who decide what to buy. But it is the children who decide whether it is bought again - and this will only be happening if they like what they are eating. Many wild ideas have been discussed such as vegetable ice cream and frozen peas on a string but it is still a secret which products Nutana chooses to introduce in relation to the project. During the spring of 2002 Nutana has launched different kinds of vegetable croquettes with varying contents and taste. Fast foods as such are mostly used as accessories/garnish to the meal. The parents prefer it this way because it gives them the possibility of making it part of the home cooked meal.