Alpha digital generation with the mother of the millennium on the way

Thuleen – Sisters Fresh, Fruity or Sweet? The first generation to reach children through influencers through “custom marketing” is coming. They watch for hours on “homogeneous” vlogs that they can identify. “Watch the kids closely, because kids make a difference,” said Anneke Ammerlaan, a speaker at Just Eat it?! On October 13th. The central question was how to achieve successful innovations in products and concepts for young people.


While eating it only?! A seminar was held, Kids Tasting Challenge where kids developed their own dish

Unlike many other countries, Holland has not traditionally had an exciting food culture, but this is changing under the influence of immigration. Kids used to be pampered with Frisians, Danon, and chicken liver sausage, and the modern mom has replaced that with a drinking bottle of fruit-scented water, vegan sweets, and hummus, notes Anki. The mother of these kids (alpha generation) is a millennial who has to keep a lot of balls in the air. This “mother of chickpeas” has a full-time job, which is a social network for child maintenance, sports and childcare.


Anki Amerlan fashion watch from Visiononfood

This mom is willing to part with some care and the food industry can of course help with that. In addition, her children are more accessible through social media, childcare and sports. Reach out to them in a creative way. When you’re building a brand, make sure you also keep a budget so that, say, every kid gets a brand apple after a workout. Or a cute kids’ cooking caddy for holiday breaks. Anyway, get creative with your product on social media.


Sneak ad for candy in a popular vlog by popular influencers among little kids, pretty sisters

Social media plays an increasingly important role in children’s lives, and herein lies precisely the problem that the line between information and influence is not entirely clear. “Although it is mandatory to indicate that content published on the Internet or a series is sponsored, these reports rarely come in,” said Associate Professor at Tilburg University, Frans Volkford. YouTube is the medium of choice for children between 0 and 12 years old, as influencer-sponsored content is popular.


Associate Professor at Tilburg University France Volkford

“In these vlogs, it is unclear whether companies are paying for the content. Moreover, these companies use big data to create personalization profiles in marketing.” Another problem is that 91% of the $1.8 billion spent annually on marketing goes to unhealthy foods and fast food. Less than 1% goes to fruits and vegetables.


Susan Bishops (left) Director Kokkerelli and Director of the Youth, Nutrition and Health Program along with moderator Simone van Trier (right)

These skewed proportions almost make you despair, noted day-to-day medium Simon van Trier. To solve this problem, France Folklord looks to the government that can regulate and enforce. Fruits and vegetables can also be promoted further than the fresh produce sector, but the sector is too fragmented to get this out of the way.


Professor Rimko Havermans is Professor by Special Appointment of Youth Nutrition and Health at Maastricht University

Professor Rimko Havermans, Professor by Special Designation for Youth, Nutrition and Health at Maastricht University, conducts a great deal of research in the psychology of eating and, in particular, in promoting healthy eating habits in children. Listening to children as they develop innovations can help make them more successful, as Cockreli University does, it seems. There are indications of this in the research. However, it is clear that in addition to product development, nutritional education and government regulations are also needed to achieve the changing eating habits of young people.


Jenny Peters, Product Marketer at ZON Fruit & Vegetable on developing Yu & Me’s tomato snack concept

In addition to the three keynote speakers, participants were able to follow up on workshops, including the “How to Make Vegetables Attractive to Kids?” workshop. And to “reward children for consuming vegetables” there was a market for innovations and information about the research.


Ida Hendricks with Educational GrowWizzKid where children and young adults learn about agriculture and health by starting to grow vegetables at school

Art Muijnsenberg from Sudryso dries and processes fruits and vegetables by ‘frying them in water’


The province of Limburg shares water cocktails and pure Limburg water with infusions of fruits and herbs


“Quick Concepts Make Vegetable Food a Play for Kids”

Chantal Linders from Greenhabit supports people with sustainable behavioral change through a wheel of veggie-filled adventure

Carel Vereijken, BASF on How do you make vegetables attractive to children?

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