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1、1Product development and marketing opportunities to boost childrens vegetable intakeA guide for small to medium food manufacturers and retailers This project has been funded by Hort Innovation,using the vegetable research and development levy and contributions from the Australian Government.Hort Inn

2、ovation is the grower-owned,not-for-profit research and development corporation for Australian horticulture.The project is underpinned by a consortium of members from CSIRO,Flinders University and Nutrition Australia Victoria Division.3Best practice guidelines for 4 increasing childrens vegetable in

3、take Foundation 6 Action 15 Review 18Bringing the best practice guidelines to life 19References 21Contents4Best practice guidelines for increasing childrens vegetable intakeDespite convincing evidence that adequate vegetable intake is essential for a healthy diet and is protective against a range of

4、 chronic diseases 1,Australian childrens vegetable intake remains below recommended levels.A 2017-18 national survey reported that only 6%of children and adolescents eat the recommended amount of vegetables 2.Increasing vegetable intake is a strong focus for public health and commercial stakeholders

5、,with benefits for individuals and families,the community,vegetable growers,food manufacturers,distributors,retailers and governments 3.Vegetable intake in children can be positively influenced by factors including availability at home and school;parental food literacy;convenience;and price 4,5.Harn

6、essing the sensory properties of vegetables that appeal most to children(e.g.bright colours,sweet-tasting vegetables)and use of fun names and characters to draw their attention can also help.These are all elements that can be influenced by food industry.A set of seven best practice guidelines has be

7、en developed to help increase childrens vegetable intake.The guidelines are based on extensive research of previous initiatives.The guidelines can be applied in a number of settings and they have been translated into resources for use in long day care,schools,out-of-school hours care,government poli

8、cy stakeholders and food industry.This resource aims to assist those in food industry to create and implement new initiatives to increase childrens vegetable intake.One serve of vegetablesOne serve of vegetables75g=1 cup raw vegetables or 1/2 cup cooked vegetables or legumes52145673FoundationMake ve

9、getables the heroHave simple vegetable specific messages with a clear focus.Coordinate sustained effort across multiple playersCoordinate long-term action among key players involved in providing and promoting vegetables to children.Grow knowledge and skills to support changeIdentify and act on gaps

10、in knowledge and skills to support childrens vegetable intake.Minimise barriers to increase successUnderstand and identify ways to address barriers to childrens vegetable intake.ActionPlan for and commit to successSet clear and measurable vegetable-specific goals and commit to a plan of action.Creat

11、e an environment that supports children to eat vegetables Make vegetables the easy choice by providing an environment that promotes vegetable familiarisation and intake.ReviewMonitor and provide feedback on progressMonitor progress and achievement against goals and provide feedback at regular interv

12、als.Further details on each guideline follow.Additional resources and proven ideas for action are included later in this guide.61FoundationMake vegetables the heroThere are many elements to healthy eating,but if we are serious about improving childrens vegetable intake,food industry can play its par

13、t in making vegetables more of a focus.Promoting a range of different vegetables in meaningful amountsChildren are eating only 1 to 2 serves of vegetables across the day 6.A meaningful amount of vegetables could look like:at least 1 vegetable serve per child in main meals,for example a cup of cooked

14、 mixed vegetables at least 3 types of vegetables per main meal,for example carrots,broccoli and capsicum at least vegetable serve per child in snacks,for example 4 cherry tomatoes or 4 carrot sticks.Note:Some hard vegetables may need to be cooked,grated,pured or very finely sliced to prevent choking

15、 in young children.Whats a serve?The Australian Dietary Guidelines offers guidance on what constitutes one vegetable serve,and how many serves are required by children each day 7.Table 1:Australian Dietary Guidelines recommendations for childrens vegetable intakeAge groupBoysGirls2-3 years2 serves2

16、serves4-8 years4 serves4 serves9-11 years5 serves5 serves12-13 years5 serves5 servesA standard serve of vegetables is about 75g,or:cup cooked green or orange vegetables(for example broccoli,spinach,carrots or pumpkin cup cooked,dried or canned beans peas or lentils 1 cup green leafy or raw salad veg

17、etables cup sweetcorn medium potato or other starchy vegetables(sweet potato or cassava)1 medium tomato.7Promoting vegetables in meaningful amounts can be achieved through product development including its packaging and marketing.Opportunities for product developmentNew eating opportunities Vegetabl

18、es are commonly eaten by children at dinner,but the amounts they eat over the day do not meet recommended levels.Other meals and snacks,such as breakfast,lunch,and morning and afternoon snacks,offer opportunities to boost childrens vegetable intake.Combined,these currently provide children with less

19、 than a serve of vegetables 6.There are a range of product development opportunities to increase childrens exposure to vegetables and create more eating opportunities outside of dinner,where the majority of childrens vegetable intake occurs.This may include vegetable-packed:single-serve,ready to eat

20、 lunch or snack products pre-made,or ready-to-buy Crunch&Sip kits packaged products for busy families to easily add to lunchboxes family meals semi-prepared vegetables or vegetable-based ingredients to make addition of vegetables easy mixed dishes such as pasta,curries,quiches and more.What you can

21、do Embed criteria around vegetables in your product development process.e.g.Mixed meals must contain at least 75g of vegetables in each serve Taste is king and will have a significant impact on repeat-buying and therefore the longevity of your product.Before large scale production,sense-check your v

22、egetable product/recipe.Engage a tasting panel comprised of your target market,which will include children as well as parents/caregivers.You might also get your tasting panel to comment on the product concept,product name,packaging and proposed price point.8Vegetables need to be made the hero of chi

23、ldrens and family meals or snacks so that children become familiar with them and even love them.Plant-based nutrition and snacking is trending,which means that the time is ripe to consider how your product range might include a product that makes vegetables the hero.Adding more vegetables that value

24、-add to your product in different ways and can also assist with your marketing message:Rescue vegetables or vegetable off-cuts,such as broccoli stalks,can be of value as an economical bulk filler.You can use vegetables such as corn,beetroot,pumpkin,carrot or sweet potato for a sweeter flavour profil

25、e for soups,sauces or dips instead of adding sugar.Up-cycling vegetable waste and using sweet-flavoured vegetables as a sugar substitute have the added benefit of contributing to a more favourable Health Star Rating.Increasing the proportion of vegetables in a product contributes V points,which refl

26、ect fruit,vegetable,nut and legume(fvnl)content and contribute to a products assessment against the Nutrient Profiling Score Criterion(NSPSC).The NPSC is used to calculate the Health Star Rating and is also used to determine if a product is eligible for health claims.For more information,see Schedul

27、e 1.2.7 of the Australia New Zealand Food Standards Code available from www.foodstandards.gov.au and www.healthstarrating.gov.au.Opportunities for product packaging and marketingSince parents and carers are the main decision makers when it comes to food choices for the household,it is important to c

28、onsider what will appeal to them,as well as their children.For product packaging and marketing,strategies could include:Exciting and flavourful product descriptors that can help improve the appeal of a vegetable product 8.Research suggests that health messages around vegetable intake are not as effe

29、ctive for children as they are for adults.Rather,impressing the sensory(tasty,flavoursome etc.)aspects of vegetable products is more successful with children.Vegetables add colour to packaging artwork and can make your product look more appetising.One study suggests that featuring vegetables on your

30、 product packaging using photos might be effective at encouraging children to eat them 9.9 If vegetables are not a characterising ingredient of your product,you can feature vegetables as part of a serving suggestion.For more information on characterising ingredients and serving suggestions,see Austr

31、alia New Zealand Food Standards Code Standard 1.2.10 Characterising Ingredients and Components of Food for more guidance.Note,serving suggestions can also be made following preparation instructions.e.g.a pasta bake could be served with a salad vegetable platter.For vegetable-containing products,usin

32、g cartoon characters or mascots on the packaging has been shown to positively influence childrens vegetable intake 10 and willingness to try vegetables 11,compared to no character association.Provide recipes that encourage addition of vegetables,or demonstrate the versatility of your product through

33、 the addition of vegetables.Providing several options of vegetables encourages them to choose a vegetable that they like,that will still fit with the recipe and also account for seasonal availability.e.g.A serve of mild chilli con carne can be prepared according to pack instructions,spooned into a h

34、ollowed capsicum,eggplant,zucchini or mushroom and grilled to make a stuffed vegetable;or a series of pasta and sauce variations,each featuring a different combination of vegetables.Develop communications or messages that demonstrate the qualities of the vegetables in your product that would appeal

35、to your target market.These might include being Australian or locally grown,convenience,ease of preparation,tastiness and nutrition value of your finished product.Innovative marketing campaigns to gain childrens or parents interest in and demand for vegetable rich products,such as point of sale prom

36、otions,competitions,reward schemes.Widen your market for products that are not traditionally targeted at children,through in-store or catalogue promotion.e.g.Promote snacking vegetables during the back to school period or mid-term for lunchbox inspiration;or feature frozen vegetable mash in the baby

37、 food section of a catalogue.You can use vegetables such as corn,beetroot,pumpkin,carrot or sweet potato for a sweeter flavour profile for soups,sauces or dips instead of adding sugar.10Coordinate sustained effort across multiple playersKey players that mostly influence a products development may be

38、 within your company such as the marketing team,finance,and product development.External key players,such as suppliers,retailers and customers will mostly influence the uptake and demand for the product.If you are advocating for more vegetable products within your company,identify who has influence

39、over vegetable product development and highlight what the benefits would be for them.To advocate to business or finance executives,align vegetable goals,whether it be a marketing campaign or a new product,with the companys strategy.Will this initiative widen the market?Will it increase demand?Will i

40、t reduce production cost?Business outcomes will be more relatable.If advocating to marketing and product development teams,understand the marketing plans and messages,then align your value proposition.Will this product or initiative fill a gap in the market?Will it respond to the target consumer/cus

41、tomer needs?Does it tap into a consumer or health trend?Does it support local growers?What the marketing and sales teams can do Continue to drive demand for vegetables by communicating about vegetables or your vegetable product to your target market through social media,eDMs and your website.Explore

42、 new distribution channels to reach new audiences or new settings.For example,can you deliver your new vegetable-packed product in bulk to wholesalers who deliver to canteens?211Grow knowledge and skills to support changeBe aware of current knowledge and skills amongst staff as well as your target m

43、arket to help identify areas for improvement.Find out what they do and dont know to identify what they can learn.Then build the skills to make change.Some knowledge gaps may include:The benefits of supporting childrens vegetable intake.How to cook or prepare vegetables in an appealing way,demonstrat

44、ing that they can be nutritious and delicious.This could apply internally(staff such as marketing,sales,point of sale staff),or your target market.Vegetable market performance.Understanding your target market;understanding childrens and parents attitudes and behaviours towards vegetables.This includ

45、es which sensory aspects appeal and do not appeal to children.School canteen requirements.Basic education about vegetables within your company can be as simple as a vegetable cooking demonstration or recipe inspiration through team lunches or the staff noticeboard.More formal training could cover wh

46、y children need to be eating more vegetables,the nutrition benefits and sensory aspects of vegetables.Education on how to cook or prepare tasty vegetable-rich products could be especially useful for retailers and their point of sale staff as they communicate to consumers directly.The following are s

47、ome resources to get you started building vegetable knowledge and skills.Grow your vegetable literacy VeggycationThis is a website where you can learn about the nutrition and health benefits of Australian grown vegetables,including information on optimum cooking methods,preparation and storage.Tryfo

48、r5This website can help build food literacy within your company or amongst your target market by promoting vegetables through recipes,storage,cooking and shopping tips.312Understand vegetable market performance and shopper behaviour Harvest to HomeThis website is primarily for Australian vegetable g

49、rowers and contains information that could help retailers and food manufacturers understand and diagnose market performance and shopper behaviour.Understand what sensory aspects of vegetables appeal and do not appeal to children The report,New opportunities for developing vegetable products for chil

50、dren-report summary 12,presents a framework based on sensory science that can be used to develop new vegetable-based products for children.This framework was used to develop a range of new vegetable-containing products,with the results of concept testing and evaluation by children and parents also r

51、eported.Understand how you can optimise your product to increase the likelihood of being stocked in school canteens Healthy Kids AssociationThe Healthy Kids Association(HKA)website contains links to all the canteen strategies by state/territory.HKA can work with manufacturers to understand canteen g

52、uidelines and have developed nutrient criteria to assist product development.They also have a Buyers Guide that canteens can use to see what products are considered Everyday or Occasional.Learn more about how adding more vegetables can improve your products Health Star Rating Health Star RatingThe H

53、ealth Star Rating website contains a Guide for Industry to the Health Star Rating Calculator,which shows how the percentage of fruits,vegetables,nuts and legumes can impact a products Health Star Rating.13Minimise barriers to increase successSince parents or caregivers are the ones that make the foo

54、d purchasing decisions in the household,it is important to first minimise their barriers to serving more vegetables or vegetable products at home.From there,ensuring that vegetable products are acceptable to children from a sensory perspective,to encourage intake,is necessary.Common parental barrier

55、s include high cost,perceived effort or time to prepare the vegetables and low food literacy 4,5,although these barriers will vary according to your target market.Common sensory barriers for low acceptance of vegetables by children include high bitterness,low saltiness and low sweetness 13 as well a

56、s textural complexity.Some examples on how to minimise these barriers are given below.What product development can do Promote convenience of vegetables through innovative packaging solutions or processes that allow for easy/minimal preparation or reduced cooking time.Use rescue vegetables or vegetab

57、le off-cuts as ingredients for a more economical price point.Combine more bitter vegetables with other typically sweeter vegetables(e.g.green capsicum and carrot)to increase liking,or include vegetable-based flavour sachets(e.g.vegetable dips or vegetable powders)with mixed vegetables for a quick me

58、al idea.Research has shown that children like vegetables most when flavourings are added 14.Mask bitter taste of vegetables with sweet,sour or salty-tasting ingredients.From a health perspective,caution should be exercised against adding too much salt or sugar.In addition to parents/caregivers,inclu

59、de children in your tasting panel to ensure the products taste and concept appeal to them.What marketing can do Include an easy recipe with a small number of common ingredients on pack showing how to prepare or serve your product with vegetables.Emphasise the taste,flavour and fun messages associate

60、d with eating vegetables.Include science-backed tips and tricks section on back of pack to give parents the right tools and information to help increase their childs vegetable acceptance and intake.Tips could include the effect of multiple exposure on vegetable intake,staying clear of health message

61、s,best cooking techniques for different vegetables(e.g.boiling can reduce bitterness compared to steaming in brassica vegetables)and other non-vegetable flavours/ingredient suggestions that pair with the vegetable product to encourage intake.More information can be found here.414Nutritious products

62、can sometimes have the perception of being less tasty.Dial up promotion of how your product tastes.This can be done through your product descriptors on pack.What retailers can do Ensure vegetables are always a part of quick meal solutions at end of aisle promotions.Include recipe cards with vegetabl

63、es,particularly less common or liked vegetables,to give consumers an idea of the sorts of dishes that the vegetable could be used in and how to prepare such a vegetable.This could be backed up with the same recipe card elsewhere in the store where the other complimentary ingredients sit.Offer free s

64、nacking vegetables in-store for children instead of fruit-only options.Consider in-store promotions such as engaging vegetable displays for kids.This might be an eye-catching rainbow arrangement of vegetables,or a display that teaches kids the different varieties or formats of vegetables along with

65、some interesting facts,such as where the vegetables are grown and their journey to the store.15Plan for and commit to success1.Identify a clear and specific goal Be focused with your vegetable-specific goal and to gain traction,ensure the goal aligns to the companys strategic plans.Companies will ha

66、ve their strategic reasons for increasing vegetables in their products.Whether it be responding to health trends,consumer demand or government policies such as nutrition guidelines,lower production costs or having a wider consumer audience,use these drivers to create your goal.Being clear about exac

67、tly what you want to do to around increasing vegetables is essential.Your goal might be around:The level and variety of vegetables in product formulation.The number of vegetable-forward products in your range.Increasing accessibility to your vegetable product by widening your market or distribution

68、channels.Increased awareness of target market of your vegetable product through promotional and sales activity.2.Choose a practical,simple approach Keep it simple.Once you know what you want to change,brainstorm with your team as to the simplest and most practical way for you to achieve that goal.Yo

69、u do not need to tackle all goals at once.You could start with even one.To help you decide,you can ask:What is the most practical option?What is affordable and what resources do we need to achieve it?What will deliver the best outcomes(sales,volumes)?Action516Example strategies to raise vegetable in

70、take through product formulation,product range,product distribution and promotion.ApproachesProduct formulationProduct rangeProduct distribution and promotionTarget examplesInclude at least half a vegetable serve(38g)in x number of snack products.Increase proportion of vegetable-based SKUs to x%.Ide

71、ntify x number of vegetable-based product(s)in your range that are considered“Everyday”or“Occasional”to allow selling into school canteens.Include a minimum of 75g of vegetables,using at least three vegetable varieties in x number of meal products.Add x number of vegetable product SKUs to suit a dif

72、ferent meal occasion(i.e.snacks).Create a calendar of communications to be sent to your subscriber list featuring your products and increasing your target markets knowledge on the benefits of the vegetables featured in your products or that appear in recipes you provide them.3.Plan for and commit to

73、 changeMake a plan.There are lots of ways to make a plan.A tried and true way to start is by bringing your team or colleagues together and brainstorming the following:Why are we doing this and why is it important?What is the overall goal and what steps needs to be undertaken?When do we put these ste

74、ps in place?Where should the initiative and steps take place?Who is responsible and who is the target audience?How do we measure our progress and how can we improve?The overall process may take time to get it right.You should also consider what barriers will make it hard to achieve your goal and wha

75、t knowledge and skills gaps exist.Addressing these is important for success.Include all the relevant stakeholders in your company,but be clear on their roles and identify a clear owner to drive this plan.Remember to commit to the change and,where appropriate,make it part of your overall business str

76、ategy.Steps like reporting on progress at staff meetings,undertaking regular reviews,or reporting to your customers can help you keep on track.17Create an environment that supports children to eat vegetablesHelp make vegetables readily available and support their intake.For product developers,the fo

77、rmat of your product can contribute to an environment that supports children to eat vegetables and relies on your products ability to make it an easy choice.Showing parents or carers how tasty and convenient your vegetable product is to prepare and serve are key.Marketing can also play a part by pro

78、viding activities for kids such as quizzes,puzzles,fun fact sheets or stories that promote vegetables.In retail,consider in-store promotions such as vegetable tastings for kids or free snacking vegetables for kids,provided that younger kids are supervised by their parents to minimise choking risk.Of

79、fer promotions that encourage customers to purchase more vegetables or vegetable products rather than promotions that encourage less healthy foods.End-of aisle promotions offering meal inspiration or solutions should always include a range of vegetables.618Monitor and provide feedback on progressMon

80、itoring and providing feedback are essential components of any initiative or strategy.They are undertaken at regular times during the initiative as well as at the end.Final evaluation is a must.Monitoring has a number of benefits:it keeps your business on track it allows you improve what you are doi

81、ng as you go it helps you design better initiatives in the future.Reporting back on progress keeps everyone motivated and keeps you accountable.For example,in response to public health concerns about salt,many companies set a goal to reduce the amount of salt in their products and have been successf

82、ul in making significant reductions.This has generated positive PR and marketing messages for these companies.Could a similar success story be made about increasing the amount of vegetables in your products?Review719Bringing the best practice guidelines to lifeCase study:Nourishing BubsFounded by Ol

83、ivia Bates,Paediatric Dietitian and Nutritionist,Nourishing Bubs is a range of convenient snap-frozen,individually portioned fruit and vegetable pures for young children.The products are available in major retailers Australia-wide.Nourishing Bubs embodies a number of the best practice guidelines for

84、 increasing vegetable intake in children.The product messaging clearly highlights the simple goodness of eating vegetables for children(Guideline 1).As such,Nourishing Bubs have capitalised on the way parents will naturally prioritise their childrens health and providing vegetables is central to thi

85、s(Guidelines 2,6).Olivia emphasises staff training and development in the business for the purpose of understanding the many health benefits associated with vegetable intake(Guideline 2).This further fosters enjoyment and builds belief in vegetables within the organisation.Some examples of activitie

86、s Olivia runs for her staff include:seminars;topic-specific training;vegetable-focused lunches and catering(such as hummus and chopped vegies for meetings);circulating recipes and competitions.Nourishing Bubs provides extensive meal ideas and recipes on their website and distribute these through mar

87、keting communication campaigns(Guideline 6).The regularly updated blog section of the website also contains useful and practical information on childhood feeding practices and nutrition(Guideline 4)2021References1.National Health and Medical Research Council.(2013)Australian Dietary Guidelines.Natio

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