{"id":29478,"date":"2010-09-02T01:00:04","date_gmt":"2010-09-02T06:00:04","guid":{"rendered":"https:\/\/www.dietsinreview.com\/diet_column\/?p=29478"},"modified":"2010-10-14T13:16:50","modified_gmt":"2010-10-14T18:16:50","slug":"baby-carrots-getting-junk-food-marketing-makeover","status":"publish","type":"post","link":"https:\/\/dietsinreview.com\/diet_column\/09\/baby-carrots-getting-junk-food-marketing-makeover\/","title":{"rendered":"Baby Carrots Getting Junk Food Marketing Makeover"},"content":{"rendered":"

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UPDATE 10\/14\/10:<\/strong> To date, this campaign, which challenges the establishment\u2019s dominance over snacking culture, has been a wild success. Now carrot farmers are looking to add to the success this Halloween by creating \u201cScarrots\u201d<\/a>. Scarrots are 1.7 ounce single-serve bags of baby carrots, offered in a master bag containing 25 servings in 3 unique designs.\u00a0 Also included is a sealed pouch containing 25 temporary glow-in-the-dark tattoos of masquerading baby carrot characters.\u00a0<\/a><\/p>\n

If you are a food company that sells baby carrots, how do you get kids interested in your healthy product, when what they really want are those Fruit Roll-Ups, or some other snack with a flashy cartoon character and brightly colored logos?<\/p>\n

As they say, if you can’t beat ’em join ’em.<\/p>\n

It’s back-to-school time, so there’s no better time than now to make a bold move to be the choice snack for kids’ brown bag lunches. So, basically the entire baby carrot industry is making radical changes to their presentation, mimicking the junk food<\/a> packaging that is so successful.<\/p>\n

This week, about 50 companies in the baby carrot industry unveiled their plan which comes at cost of $25 million. That’s a pretty big bet. Not to mention it’s a David and Goliath story – baby carrots are a $1 billion industry as compared to the $18 billion salty snack industry.<\/p>\n

“It’s not an anti-junk-food campaign,” says Jeff Dunn, Bolthouse Farms CEO and a former North America president at Coca-Cola. “It takes a page out of junk food’s playbook and applies it to baby carrots.”<\/p>\n

So, what is the strategy?<\/p>\n