By Steve Rivkin
Give a vegetable a catchy name â such as X-Ray Vision Carrots or Dinosaur Broccoli Trees or Tomato Bursts â and kids will eat nearly twice as much of it.
Thatâs the finding from a Cornell University Food & Brand Lab study of preschoolers. And the results were lasting. Even on lunch days when special names werenât assigned, the kids continue to eat about 50% more of that same veggie.
âCool names can make for cool foods,â said the studyâs lead author. âGiving a food a fun name makes kids think it will be more fun to eat.â
Marketers know a similar approach works with adults: Spark their imagination, and it will spark their appetites.
- âBelgian Black Forest Chocolate Cakeâ outperforms basic âChocolate Cakeâ as a menu item.
- âSucculent Italian Seafood Filetâ outperformed plain âSeafood Filetâ in a restaurant study. (Sales increased by 28% and taste ratings by 12%.)
Theyâre the same foods, but with different expectations because of the name â and thus a different experience.