Table 5 Marketing Themes and packaging examples
Themes | Sub themes | Front of Packaging example |
|---|---|---|
General Child Development | Growth | vital part of your child’s early development (Mamia Organic, Aldi) Dairy goodness for growing kids (Pauls, Parmalat) Protein for growing bodies (Vaalia, Parmalat) |
Child health | Bone Health | calcium for strong bones (Vaalia, Parmalat) strong bones and teeth (Vaalia, Parmalat) contributing to daily intake [calcium] for happy bones (Rafferty’s Garden, PZ Cussons) |
| Â | Immune System | Rich in vitamin C which helps to support the immune system and the absorption of iron. (Cerelac, Nestle) |
|  | Probiotics | Contains inulin (Farex, Heinz Company) 3 probiotics (Vaalia, Parmalat) live probiotics for some tummy lovin’, Billions of live probiotics per pouch. (The Collective Dairy) |
|  | Other | give your tummy some really good lovin’ (The Collective Dairy) Vitamin B12 for sustained energy and concentration (Vaalia, Parmalat Australia) |
Meal Replacement | Breakfast | Ready to eat breakfast (Farex, Heinz) Brekky to go (Little Kids, Heinz) Yummy breakfast (Smiling Tums, Woolworths) Baby breakfast (Farex, Heinz) |
|  | Complete ‘meal’ | Yummy meal (Heinz) Perfect for lunch or dinner (Only Organic) Fruit and veggie meal (Smiling Tums, Woolworths) |
Premiumisation of product | Premium ingredients used | made with full cream milk for dairy goodness (Heinz) purest 100% dairy (Brownes Dairy) goodness of New Zealand organic whole milk (Only Organic) well-balanced, varied and nutritious… wholesome premium products (Mamia, Aldi) |
| Â | Expert development | Exclusive, stringent quality (Mamia, Aldi) developed by our baby food EXPERTS (CUB, Coles) |
|  | High quality and trust | only the best will do (Baby Macro, Woolworths) high quality ingredients (Bellamy’s Organic) ensure product quality (Rafferty’s Garden, PZ Cussons) loving developed… Products that you can trust (Mamia, Aldi) |
| Â | Organic | carefully selected organic ingredients (Heinz) Organic ingredients (multiple brands) Certified organic (multiple brands) |
|  | All ‘Natural’ | premium, natural, goodness of wholegrains (Rafferty’s Garden, PZ Cussons) Carefully selected natural fruit. (Cerelac, Nestle) vegan (Only Organic) no nasties (Bub’s Organic, The Infant Food Co) packed with goodness (Vaalia, Parmalat) |
Away from home convenience | Eating on the go | perfect to take on your adventures together (Smiling Tums, Woolworths) perfect size to travel with, as you explore the world together on the go (Smiling Tums, Woolworths) enjoy custard wherever you are… home, work or on the go (Pauls, Parmalat) |
| Â | School lunches | freeze for lunchboxes (Yoplait, LD&D Australia) |
Good parenting | Wanting the best for your child | We know that grown-ups want the best for their babies… (Rafferty’s Garden, PZ Cussons) Giving your little ones a pure start to life (Bellamy’s Organic) |
|  | Equivalent to ‘homemade’ products | Just as good as homemade (Rafferty’s Garden, PZ Cussons) next best thing to homemade food. (Rafferty’s Garden, PZ Cussons) |
| Â | Caring for your child | protect and care for your little cub (CUB, Coles) helps your kids feel good on the inside (Vaalia, Parmalat) |