Do healthy, child-friendly fruit and vegetable snacks appeal to consumers? A field study exploring adults’ perceptions and purchase intentions

• Consumers find child-friendly shaped fruit and vegetables highly visually appealing.
• Parents and caregivers frequently report that they perceive regular-shaped pre-cut produce to be a child-friendly shape.
• Consumers are willing to pay slightly more for child-friendly shaped pre-cut produce.

The majority of children in the U.S. do not consume enough fruits and vegetables (FV). Children’s liking of and preferences for FV are consistent predictors of intake, as are factors such as availability and accessibility, which are largely under the control of parents and caregivers. This study was designed to examine parents’ and caregivers’ current purchasing habits regarding child-friendly (CF)-shaped foods and pre-cut produce; determine their sensory perceptions of CF-shaped vs. regular-shaped pre-cut FV; and, to ascertain their willingness to pay slightly more for CF-shaped FV compared to fresh, whole produce. Healthy, CF-shaped fruit and vegetable snacks were developed by cutting FV into CF shapes (butterfly, chick, flower, teddy bear). Participants (n = 298) were adults, the majority of whom (66.1%) reported having children at home. Participants who reported having children at home consistently recognized CF-shaped fruit and vegetable samples as CF-shaped foods, while 64.4% of participants with children at home perceived regular-shaped pre-cut fruit and vegetable samples as CF-shaped foods. Participants rated CF-shaped samples as more visually appealing than regular-shaped samples, (p < 0.0001) and were 34% more likely to select CF-shaped samples. Female gender, the presence of children in the home, and frequent self-reported purchase of pre-cut produce were also significant positive predictors of visual appeal. Taste and texture ratings were not consistently significantly higher for CF-shaped fruit and vegetable samples. CF shape predicted higher willingness to pay extra for the fruit and vegetable product (p = 0.0057), as did frequent purchase of pre-cut produce and CF-shaped foods. Adults, particularly females and individuals with children in the household, find CF-shaped FV highly visually appealing and are willing to pay slightly more for these foods. Healthy, ready-to-eat, CF-shaped fruit and vegetable snacks may be a promising marketing strategy to help increase fruit and vegetable intake among children.