From fun foods to fun stores

Abstract

PurposeThis paper seeks to investigate how fun food products are marketed in a French chain of supermarkets. It aims to deal with the difficulty in marketing a fun food product in an environment that is not children‐friendly.Design/methodology/approachThe research rests on a case study, conducted through interviews, observations, and photographs.FindingsThe paper shows that, despite the lack of consideration for children in supermarket settings, the private brand of the chain, given its control on the entire distribution system, manages to invent a kind of fun merchandising.Research limitations/implicationsThis is an exploratory case study that would need further research in other chains and/or other countries.Practical implicationsThe paper shows the importance of merchandising, beyond the mere design of products. This neglected dimension could be of interest for regulators as well as professionals.Originality/valueResearch on child consumption focuses more on the products, packaging or advertising than on their immediate market environment. This paper helps to bring a better balance between these different dimensions, as well as an understanding of the importance of their articulation.