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Mothers Flexible over Kids’ Food

January 27, 2009: 08:26 PM EST
Mothers are choosing healthier foods for their children, and the kids are responding by beginning to like them, according to research conducted by Stamford-based Just Kid Inc. In a report entitled “The Moms Food Study: Understanding Moms’ Needs for Her Kids”, Kim Bealle, managing director of strategy and innovation, says that moms balance a number of factors when choosing food for their children. Emotional, rational and environmental factors drive the choices, which are balanced by what Mom thinks is best and what she knows her kids will like. Different factors come into play for each meal. “Eating right” topped the list of preferences: healthy and nutritious, helps establish good long-term eating habits, and “fills my child up” ranked over 80 percent in the survey. Authenticity is important, and it’s OK to add a bit of fun: healthy cereal with chocolate bits is acceptable, for example. Treats are OK for special occasions, but there’s a preference for small serving sizes to keep the number of calories down. A combination of balanced nutrition, fresh, unprocessed, fewer preservatives, all-natural foods and more traditional ingredients is the mothers’ holy grail. The kids themselves know more about healthy eating and are beginning to enjoy their fruit and vegetables, Bealle says.
Diane Toops, "Moms Choosing Healthier Foods for Kids", FoodProcessing.com, January 27, 2009, © 2004-2009 Food Processing
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