Research results: Aesthetics of food packaging as important as brand for preschoolers

14 February 2014

Researchers at the University of Calgary in Canada found that packaging aesthetics may play a stronger role than branding in influencing preschoolers’ taste preferences. When tasting identical burgers in McDonald’s wrapping versus Starbucks wrapping, the preference percentages were equal. For chicken nuggets, fries and carrots, the majority indicated that the samples tasted the same. Yet for those children who did indicate a preference, more children preferred the taste of fries and carrots in the Starbucks wrapping over McDonald’s.
An article about the research is published in published in the Canadian Journal of Public Health (News Item University of Calgary, 24 January 2014).
Click here for the news item.
Click here for an abstract of the article.

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