Baker’s Delight is attempting to play down the recent furore surrounding its marketing of iced finger buns as legitimate school box lunches with a new campaign aimed at kids.
The franchise chain is spruiking the merits of its new chia seed loves and fruit bread.
Bakers Delight’s marketing manager, Nikki Price, said: “The common perception and often a reality for many parents is that it’s really hard to get their kids to eat healthily. We wanted to create a product that was healthy yet tasty so both parents and their children would benefit.
“The fruit buns, which are packed with chia seeds, dates and raisins, and have no added sugar, are a big hit with parents as they offer a healthy alternative to common lunchbox snacks and after school treats such as biscuits or slices.”
The national bakery chain wanted to better understand what children thought about healthy eating, and in particular, superfoods so enlisted the help of discerning critics aged 6-10. It asked the group a series of questions about their views on healthy foods, superfoods, and chia. Whilst many of the kids thought a superfood was a fruit or vegetable adorning a cape with big muscles, when it came to chia, several claimed to know what it was and said they didn’t like it – until the taste test – shocking their parents who claimed their kids were the fussiest of eaters.