Let's Trick Kids Into Thinking Carrots Are Cheetos (Seriously)

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Hey all you kids shopping with mom and dad for back-to-school lunches, there's a new hip snack in town. Baby carrots!

In their first ever marketing effort, Bolthouse Farms and 50 other carrot growers turned to bag designers to make their orange little nubs looks like totally rad Cheetos or chip snacks. Bruce Horowitz reports:

"It's not an anti-junk-food campaign," says Jeff Dunn, Bolthouse Farms CEO and a former North America president at Coca-Cola. "It takes a page out of junk food's playbook and applies it to baby carrots."

Here's what we think we know: according to a recent study, most children say food packaged with cartoon characters tastes better than the same food in a boring wrapper. Seventy percent of what we taste is smell. For kids, half of what they taste is sight. Image matters, and it's smart and overdue for veggie and fruit producers to advertise creatively.

Will it work? Who knows. Even though I'm a fan of government and tax-based nudges toward healthy eating, I'm even more of a fan of non-government, non-tax ways to encourage kids to eat more healthy food.


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Derek Thompson is a senior editor at The Atlantic, where he writes about economics, labor markets, and the entertainment business.

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