Despite parents pressuring for more nutritional snacks, 70 per cent of children throw them away, according to a new survey in the US.
The results of the survey, released yesterday, indicated that 97 per cent of mothers want their children to eat nutritious snacks, whereas 54 per cent of children want snacks that are tasty and sweet.
While Kellogg's is taking heart that the marketing of its Rice Crispy Treats seems to be on the money, this may mean that other companies need to start looking at ways of making snacks more nutritious while still maintaining the taste and appeal of the products, too.
As the trend for healthier and more nutritious foods increases in the wake of obesity concerns, this survey suggests sweet snacks are still in demand by the children.
"We recognise that a lot of bartering happens between parents and kids when deciding what to include in the lunchbox and that can be a challenge," said director of wholesome snacks marketing at Kellogg, Jane Ghosh.
It suggested 70 per cent of children throw their lunchbox snack away, give them to a friend or bring them home and 63 per cent of mothers feel they have to bargain with children when deciding what snacks to give them.
"With best intentions in mind, most mothers pack their children's lunchbox with wholesome snacks. But what those same mums don't realise is that 50 per cent of kids are either throwing those snacks away or giving them to a friend," the report said.
This survey, commissioned by Kellogg's and conducted by the Weekly Reader Researcher's Insiders survey panel, comes a month after some of the top food and beverage companies announced new voluntary restrictions on marketing practices to children in an effort to avoid the implementation of new regulations or a complete ban in advertising.
The previous month, Kellogg announced its new nutrition standards to food marketed at children under the age of12, where products will no longer be advertised if they do not meet certain criteria, such as calories, fat and salt.
In January, the Association of National Advertisers said the US government was not doing enough to tackle the issue of child obesity or to promote healthy living, despite the moves taken by the media, advertising and food companies.
Last year, 11 companies, including Cadbury Schweppes, Coca-Cola, Hershey, set up a voluntary self-regulation program and McDonald's in order to suggest healthier options, good nutrition and healthier lifestyles in children's advertising.