The purpose of this book is to serve as essential reading for those innovating and marketing food products for children as well as those determined to better understand the children's marketplace in order to ensure that it is administered in a manner consistent with the long-term aspirations of society. The book begins by setting the scene and looking at the way children influence food choices within the family and the role advertising is thought to play in driving those choices. Professor Stratton of The Psychology Business (Department of Psychology, Leeds University) has world renowned...