Effect of labeling on new vegetable dish acceptance in preadolescent children

The aim of this study was to explore the effectiveness of a food-labeling strategy to introduce new versions of foods to children's diets, in natural lunch settings (school canteens). The proposed food involved two different types of vegetables: carrots (very familiar) and broccoli (less familiar), both being prepared and presented for choice in a 'familiar' (known) versus a 'new' (unknown) version. We assessed whether adding a label (either basic or model-related) to new versions of vegetable dishes would increase the likelihood that 8- to 11-year-old children would select the new dishes rather than the familiar versions. In the first condition (no label/control condition), both the familiar and the new versions of the vegetable dishes were presented with absence of any information. In the second condition (basic label condition), the new dish was presented accompanied by a basic label: "new carrot/broccoli recipe". In the third condition (model-related label condition), the new version of the dish was presented with a model-related label: "new carrot/broccoli recipe, Special Mix for Super Heroes". Results showed that children chose significantly more often the familiar version of the dish when no information was given (control condition). The addition of a descriptive label (whether basic or model-related) led to an increased frequency of choice for the new vegetable dish for carrots only, and not for broccoli. This study suggests that adding a label with the vegetable's name can be used to increase children's willingness to select a new version of a vegetable dish instead of a familiar one, at least when the vegetable is familiar to the children (i.e. carrots).