business news in context, analysis with attitude

The New York Times reports that in an environment where there are enormous concerns about the rising rate of childhood obesity, the traditional positioning of many childrens’ cereals as “candy for breakfast” may be a sales pitch that is problematic.

As the NYT notes, there actually is very little variation in the nutritional content of most childrens’ cereals. But what appeals to kids about how cereals are sold to them is that candy has been seen for centuries as an intrinsic part of being a child…and when they eat sweet cereals, they feel psychologically empowered. And that is a potent lure.
KC's View:
The real problem, we suppose, is that sweets are connected with empowerment. On the other hand, maybe if the kids got enough exercise it wouldn’t be an issue…and what’s wrong with a little kid empowerment, anyway?