Children fond of inventive gifts

It is not very difficult to communicate with children, but manufacturers should be aware of the increasingly strict regulations applicable to this activity. Maresi Foodbroker Kft. has several products for children, like Knabber Nossi smoked mini snack sausage and Siggi flavoured milk drinks. Product development is pursued according to the needs of their target group, the 4-12 age group – reveals Andrea Király. Popular figures printed on packaging are useful for making contact with children during promotions. The company sponsors programs of a popular cartoon TV channel and also has prize games on TV. In addition, they also pack Knabber Nossi products with two popular children’s magazines. – Approximately half of the Kellog’s products distributed by Maresi Foodbroker Kft. are intended for the 4-15 age group – adds Edina Prencsokné Dékány. Animal figures belong to each flavour and even games or comic strips with these figures are printed on the boxes. The most effective promotions are the ones where purchases are rewarded with exciting gifts. It is a good idea to build promotions around movies or cartoons made for children, like Shrek. Shrek toys will be used both in packaging and as gifts for sampling promotions. An abundance of shapes and colours are used for Algida products intended for children. Cikk-Cakk trió is a combination of three flavours, while Algida Mini Buu is a strawberry-vanilla ice cream. Calippo and Kolorki are also popular among children. – Naturally, all our products for children are made using only natural aromas and colouring agents – says Laura Tengerdi, marketing director. They also refrain from targeting the below 6 age group with their advertisements. Algida Túró Ice, the second most popular ice cream in retail trade last year, will be also available in XL size this year. TV spots, sponsoring, press campaign and Internet competitions will all be used to promote the new product introduction. The official logo of Haribo Hungária Kft., the yellow teddy bear has an appeal for children and their mothers primarily. They established Haribo Children’s islands last year, which has proved to be a very good tool for meeting the target group. – The special needs of children and the expectations of their parents do not always meet – says Eszter Polinszky from Haribo Hungária Kft. They try to take both into consideration during product development. For children, special, new flavours and attractive packaging is the most important consideration, while natural ingredients and reduced calories are the priority for parents. Out of the 57 products of Chio-Wolf Magyarország Kft. made for the Hungarian market, eight are specifically intended for children. The target group for Pom Bär is the 4-10 age group, while Chio Master Crok is for the 8-14 year olds. The cost of gifts – which are essential to achieve good sales – amount to 15-20 per cent of manufacturing costs. Regarding flavours, children are rather conservative and prefer a few basic flavours.