Branding, packaging strongly influence kids' appetite

Branding and packaging could be a big part of palatability when it comes to kids, suggests a new research Monday in Archives of Pediatric and Adolescent Medicine.

Researchers at Stanford University found that children tend to rate food wrapped up in McDonald's-branded paper as tasting better than the same food wrapped in plain paper.

The study had 63 children, aged 3 to 5 years old, tasting five pairs of identical foods and beverages -- one in McDonald's wrapping and the other in unbranded packaging. The researchers then asked them "Which one tastes better?"

An overwhelming number of the children said the food in the McDonald's wrapping was tastier. This applied even to vegetables and milk.

The finding suggests that even the youngest consumers are heavily influenced by advertising.

Study author Dr. Thomas Robinson, professor of pediatrics and medicine at Stanford University, said he was somewhat surprised by the findings.

"I expected we would find some effects of branding in this age group, but not this strong, especially for the carrots and milk," he said.