Is brand visibility on snacks packages affecting their consumption in children? Results from an experimental ad-libitum study

The aims of the study were to assess the effects of the brand when snacking in children 6-11 years old and to evaluate the effect of different levels of brand awareness on children's intake. A 3x2 factorial design was adopted, and 96 children were randomized based on their brand awareness scores, assessed using the IBAI instrument and the study was conducted over two experimental sessions. First, 11 snacks were presented to the half of children laying on their own branded packages, whilst to the other half unbranded. In a second afternoon break, on a different day, the condition of branded/unbranded was crossed-over. Children were randomized in three groups based on combinations of concomitant TV and advertising exposure. Caloric intake (Kcal) of snacks eaten during sessions was taken as the main study outcome. No significant differences in energy intake were recorded according to brand visibility, both in children with high and low brand awareness. Exposure to TV and advertising showed no significant association with energy intake in the different groups and with the likelihood of being a high consumer. The present study suggested that brand visibility did not promote a higher caloric intake in 6-11 years old children during a snacking occasion.