Put to the test
poll of young consumers. This is the latest packaged snack to be
judged online.
Kellogg's Real Fruit Winders are to be put to the test in a new web poll of young consumers. The poll allows children to vote for their preferred shape and flavour of the company's latest additions to its Real Fruit Winders range.
Voters are restricted to three possible flavours: lemon, tropical and raspberry. The extra flavour will be an addition to the current range of strawberry, orange and blackcurrant flavours.
To encourage interest in the scheme and add a touch of excitement, the voting will be done in real time by featuring a live vote count on the website, realfruitwinders.com. In addition to the website, voting can also be carried out by the more traditional means of post and a freephone telephone number until the end of May.
According to UK-based market anlaysts Datamonitor, this approach is part of a growing trend to promote packaged snacks online. There is growing recognition among manufacturers that today's children have been brought up in a highly technological age. As a result, a broad range of brands have sought to add an interactive element to their products.
This has often been achieved through the establishment of games on snack websites, Datamonitor claims. Brand executives know that their products need to be interactive and fun if they are to capture the young IT-literate market. Therefore, below-the-line activity is increasingly being used as a marketing tactic, particularly for consumer packaged goods targeted towards children.
If the initiative proves successful, Kellogg, along with other snack manufacturers, may well roll the concept out to promote more packaged products.
