Nudging children towards whole wheat bread: a field experiment on the influence of fun bread roll shape on breakfast consumption

Abstract

BackgroundMany children do not eat enough whole grains, which may have negative health consequences. Intervention research is increasingly focusing on nudging as a way to influence food choices by affecting unconscious behavioural processes. The aim of this field study was to examine whether the shape of bread rolls is able to shift children’s bread choices from white to whole wheat during breakfast to increase whole grain intake.MethodsIn a between-subjects experiment conducted at twelve primary schools in the Netherlands, with school as the unit of condition assignment, children were exposed to an assortment of white and whole wheat bread rolls, both varying in shape (regular versus fun). Children were free to choose the type and number of bread rolls and toppings to eat during breakfast. Consumption of bread rolls was measured at class level via the number of bread rolls before and after breakfast. In addition, children (N = 1113) responded to a survey including questions about the breakfast.ResultsResults of the field experiment showed that about 76% of bread consumption consisted of white bread rolls. Consumption of white bread rolls did not differ according to shape (all P-values > 0.18). However, presenting fun-shaped whole wheat bread rolls almost doubled consumption of whole wheat bread (P = 0.001), particularly when the simultaneously presented white bread rolls had a regular shape (interaction P = 0.02). Survey results suggest that slight increases in perceived pleasure and taste are associated with these effects.ConclusionsOverall, presenting whole wheat bread in fun shapes may be helpful in increasing consumption of whole wheat bread in children. Future research could examine how improving the visual appeal of healthy foods may lead to sustained behaviour changes.

Exploiting the Spur of the Moment to Enhance Healthy Consumption: Verbal Prompting to Increase Fruit Choices in a Self-Service Restaurant

“…As such, the present study constitutes a valuable addition to the nudges toolbox to steer children (e.g. Van Kleef, Vrijhof, Polet, Vingerhoeds, & de Wijk, ), adolescents (e.g. Hanks, Just, Smith, & Wansink, ), and adults (e.g.…”

“…Van Kleef et al, 2012) to better food choices by making small changes to the way food is served or presented. As such, verbal prompts can be considered a type of stimulus control intervention (Van 't Riet, Sijtsema, Dagevos, & De Bruijn, 2011) in which the verbal prompt at the check-out counter serves as the cue and the food choice the (desired) response. As a result of repeated pairing of the cue and the response (associative learning), approaching the check-out counter in and of itself may be a strong enough cue to lead to the same response.…”

Sensory characteristics of wholegrain and bran-rich cereal foods – A review

“…Nudging has recently been studied as a tool to influence healthy food choice by affecting unconscious behavioural processes. Van Kleef, Vrijhof, Polet, Vingerhoeds and de Wijk (2014) provided school children with bread in regular or funny shapes. Their intervention study showed that whole wheat bread consumption doubled when presented as fun-shaped products, demonstrating that visual appeal can stimulate wholegrain consumption.…”

Train the child and teach the adult: Developing intervention strategies for increasing seafood consumption

“…However, is price really a barrier for food choice when it comes to purchasing food for children, given other food industries are effectively marketing high‐priced food items to the children's market? We propose marketing of healthy seafood options, but with a clear focus on making the product more appealing to children by using interesting shapes, natural food dyes, bite‐size portions (e.g., sushi style), and premiums such as small toys or collectibles to encourage repeated consumption (van Kleef, Vrijhof, Polet, Vingerhoeds, & de Wijk, ). Children are attracted to products that have an element of fun, and this may be achieved through novel product development, appealing packaging, and branding.…”