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You probably spent no more than a few seconds choosing from all the different brands of toothpaste, frozen peas or oatmeal.\u003c/p>\n\u003cp>Those few seconds used to be the holy grail for brands, the moment you would get hooked forever on that Tide detergent or Heinz ketchup — an event referred to as \"the first moment of truth.\" But lately, the moment of truth has moved to the Internet. What's more, ripples from the 2008 recession have changed us as shoppers.\u003c/p>\n\u003cp>More and more people have started saying: \"I'm not a brand person.\"\u003c/p>\n\u003cp>Those five fateful words come from Juliet McFadden, 23, an office manager in Boston. For consumer brands used to owning American cupboards and closets, that sentiment spells trouble and signals a turning point: evolve or wither.\u003c/p>\n\u003cp>It has been a tumultuous period for giant consumer brand companies. Campbell Soup Co. is in the process of selling off parts of its business and \u003ca href=\"https://www.nytimes.com/2018/12/20/business/campbell-soup-chief-executive-clouse.html\">welcoming a new\u003c/a> chief executive. Procter & Gamble is \u003ca href=\"https://www.cnbc.com/2018/11/08/pg-to-restructure-company-as-maker-of-gillette-simplifies-units.html\">restructuring\u003c/a>. Unilever, which makes Dove soap and Hellmann's mayonnaise, has also \u003ca href=\"https://www.wsj.com/articles/unilever-picks-insider-as-new-ceo-1543478395\">hired a new CEO\u003c/a>.\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>As far back as 2015, research firm Catalina\u003ca href=\"https://assets.ctfassets.net/oyvkhyupj8l5/2ZYjJLIB2gsMyaOgmQC2WW/8ece3950dea3f20122cf71ea80229c1a/2015-Mid-Year-Review.pdf\"> reported\u003c/a> that 90 of the top 100 brands in consumer packaged goods had lost market share.\u003c/p>\n\u003cp>To understand that trend, consider a shopper like McFadden. She is just starting to build her finances and lifelong shopping habits. This makes her a prime target for consumer-goods companies like Procter & Gamble, Kraft Heinz or General Mills. But she's not easy to win over.\u003c/p>\n\u003cp>For example, McFadden doesn't like cereal. \"I just don't usually eat breakfast,\" she says. She doesn't drink soda and dislikes yogurts \"with a ton of sugar with them.\" She doesn't buy paper towels and prefers reusable washable rags. \"Paper towels are expensive,\" she says. \"Stuff like that adds up.\"\u003c/p>\n\u003cp>The tastes of McFadden's generation often get treated with the tired trope about millennials killing \u003ca href=\"https://www.nytimes.com/2016/02/24/dining/breakfast-cereal.html?_r=0\">breakfast cereal\u003c/a>, \u003ca href=\"https://www.washingtonpost.com/lifestyle/home/do-you-use-paper-towels-as-napkins-at-the-dinner-table-you-are-not-alone/2016/03/25/d0d076b0-eb8c-11e5-b0fd-073d5930a7b7_story.html?utm_term=.b908ac3c1d9b\">napkins\u003c/a>, \u003ca href=\"https://www.marketwatch.com/story/millennials-are-killing-bar-soap-2017-06-09\">bar soap\u003c/a>, \u003ca href=\"https://www.wsj.com/articles/tuna-makers-look-to-hook-younger-consumers-1543766400\">canned tuna\u003c/a>. But really, most Americans could make a similar list. Maybe you choose the store brand of toilet paper; or you buy a fancier condiment instead of Hellmann's mayo; or you order eco-friendly diapers on the Internet.\u003c/p>\n\u003cp>\"Rather than just relying on brand familiarity, consumers buy today what performs for them. They are much less brand-loyal,\" says David Luttenberger of market-research firm Mintel. \"They are more driven by performance, by convenience, by price.\"\u003c/p>\n\u003cp>During the Great Recession, Americans warmed up to cheaper off-brand products, like generic or store brands. And then, they kept buying them even as the economy improved.\u003c/p>\n\u003cp>Plus, the Internet — of course — has completely shaken up shopping.\u003c/p>\n\u003cp>Think about how people used to discover new brands. Only the biggest conglomerates could afford prime TV advertising and prominent placement in stores, right around eye level.\u003c/p>\n\u003cp>And so the baby boomer generation of shoppers grew up reaching for ubiquitous products like Campbell's soup, Heinz ketchup, Oscar Mayer hot dogs or P&G's Crest toothpaste.\u003c/p>\n\u003cp>Some of these names remain longtime favorites among loyal older shoppers. In a 2018 \u003ca href=\"https://morningconsult.com/most-loved-brands/#most-loved\">Morning Consult poll\u003c/a>, Procter & Gamble and Kimberly-Clark were the two top brands preferred by boomers, far more than U.S. adults overall.\u003c/p>\n\u003cp>Meanwhile, tech investors have been funding startups to bring Silicon Valley \"disruption\" to products such as toothbrushes, vitamins and tampons. Wall Street has become cautious about once-dominant consumer brands. Shares of companies like \u003ca href=\"https://finance.yahoo.com/chart/K#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%3D%3D\">Kellogg\u003c/a>, \u003ca href=\"https://finance.yahoo.com/chart/KHC#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%3D\">Kraft Heinz\u003c/a> and \u003ca href=\"https://finance.yahoo.com/chart/GIS#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%3D%3D\">General Mills\u003c/a> recently hit their lowest levels in years.\u003c/p>\n\u003cp>\"They're in a bit of a pickle,\" says Americus Reed, marketing professor at the University of Pennsylvania's Wharton School. \"Like in the music industry, very few artists can continue being successful in the sophomore and junior album, right? ... It is a big challenge to reinvent yourself over and over again.\"\u003c/p>\n\u003cp>But that's exactly what companies are trying to do with brands to survive. In 2017, Procter & Gamble\u003ca href=\"https://www.washingtonpost.com/business/capitalbusiness/how-hipster-brands-have-the-king-of-razors-on-the-run/2017/04/05/edca3af6-1a27-11e7-9887-1a5314b56a08_story.html?utm_term=.a33dde70e338\"> cut the price\u003c/a> of its razors and replacement blades to compete against online-subscription upstarts Dollar Shave Club and Harry's. Rival Unilever went all in and \u003ca href=\"https://www.wsj.com/articles/unilever-buys-dollar-shave-club-1468987836?mod=article_inline\">bought\u003c/a> the Dollar Shave Club for $1 billion.\u003c/p>\n\u003cp>Kimberly-Clark — whose brands include Kleenex, Huggies and Kotex —\u003ca href=\"https://www.npr.org/sections/thetwo-way/2018/01/23/580029629/kimberly-clark-announces-layoffs-along-with-3-3-billion-in-operating-profit\"> was struggling so much that it announced plans\u003c/a> to lay off 13 percent of its workers and shutter 10 plants. Among various brand revamps, the company has launched a new Scott toilet paper without the center tube to appeal to the environmentally conscious shopper.\u003c/p>\n\u003cp>General Mills renamed the classic Hamburger Helper as simply \"Helper.\" In a\u003ca href=\"https://www.eater.com/2016/3/7/11173858/kraft-mac-and-cheese-different\"> quiet feat\u003c/a>, Kraft Heinz managed to take out artificial preservatives and dyes from its classic macaroni and cheese without angering devotees.\u003c/p>\n\u003cp>The 149-year-old Campbell Soup Co. has been \u003ca href=\"https://morningconsult.com/2017/05/02/campbell-soups-age-problem/\">the poster child\u003c/a> of the struggle to adjust to an age where people want convenient, fresher products with ingredients they can pronounce.\u003c/p>\n\u003cp>Canonized by Andy Warhol in the heat-and-serve postwar era, Campbell is\u003ca href=\"https://morningconsult.com/2017/05/02/campbell-soups-age-problem/\"> acutely feeling\u003c/a> Americans' waning appetite for canned and condensed soups. It's trying to hold on to its huge share of the market with cleaner labels showing fresh ingredients, containers meant for sipping and modern flavors like toasted barley.\u003c/p>\n\u003cp>Another staple feeling the pressure is breakfast cereal, with nostalgic brands like Kellogg's Frosted Flakes and Froot Loops; General Mills' Lucky Charms and Cheerios; PepsiCo's Life and Cap'n Crunch. Sales here have been\u003ca href=\"https://www.nytimes.com/2016/02/24/dining/breakfast-cereal.html?_r=0\"> declining \u003c/a>for years. Mintel predicts an additional 5 percent decline through 2023, as people aren't swayed by reduced-sugar offerings and choose to skip breakfast or opt for more portable, warmer and more nutritious options.\u003c/p>\n\u003cp>\"You've got a lot of CEOs that are at their wits' end trying to figure out growth,\" \u003cem>The Wall Street Journal \u003c/em>\u003ca href=\"https://www.wsj.com/articles/packaged-food-companies-churn-through-ceos-desperate-for-fresh-ideas-1527598800?mod=article_inline\">cited\u003c/a> \"a now-retired big-food-company chief\" as saying in May 2018. The article said at least 16 CEOs of major packaged-food and beverage companies had stepped down in the previous two years.\u003c/p>\n\u003cp>\u003c/p>\n\u003cp>\"The challenge for these legacy brands is that the people that were born into them are going to die,\" says Reed, the marketing professor, \"and so you better have a plan to talk to these younger types of consumers.\"\u003c/p>\n\u003cdiv class=\"fullattribution\">Copyright 2019 NPR. To see more, visit https://www.npr.org.\u003cimg src=\"https://www.google-analytics.com/__utm.gif?utmac=UA-5828686-4&utmdt=From+Campbell%27s+To+Kellogg%27s%2C+Classic+Brands+Are+Feeling+The+Crunch&utme=8(APIKey)9(MDAxOTAwOTE4MDEyMTkxMDAzNjczZDljZA004)\">\u003c/div>\n\n","blocks":[],"excerpt":"Big mainstream consumer brands, which have owned our cupboards and closets, face a turning point: a time to evolve or wither. The Internet and the echoes of the recession have changed us as shoppers.","status":"publish","parent":0,"modified":1546554637,"stats":{"hasAudio":false,"hasVideo":false,"hasChartOrMap":false,"iframeSrcs":[],"hasGoogleForm":false,"hasGallery":false,"hasHearkenModule":false,"hasPolis":false,"paragraphCount":27,"wordCount":1056},"headData":{"title":"From Campbell's To Kellogg's, Classic Brands Are Feeling The Crunch | KQED","description":"Big mainstream consumer brands, which have owned our cupboards and closets, face a turning point: a time to evolve or wither. The Internet and the echoes of the recession have changed us as shoppers.","ogTitle":"","ogDescription":"","ogImgId":"","twTitle":"","twDescription":"","twImgId":""},"disqusIdentifier":"131902 https://ww2.kqed.org/bayareabites/?p=131902","disqusUrl":"https://ww2.kqed.org/bayareabites/2019/01/03/from-campbells-to-kelloggs-classic-brands-are-feeling-the-crunch/","disqusTitle":"From Campbell's To Kellogg's, Classic Brands Are Feeling The Crunch","nprImageCredit":"sorbetto","nprByline":"Alina Selyukh, NPR Food","nprImageAgency":"Getty Images","nprStoryId":"677390110","nprApiLink":"http://api.npr.org/query?id=677390110&apiKey=MDAxOTAwOTE4MDEyMTkxMDAzNjczZDljZA004","nprHtmlLink":"https://www.npr.org/2019/01/01/677390110/from-campbells-to-kellogg-s-classic-brands-are-feeling-the-crunch?ft=nprml&f=677390110","nprRetrievedStory":"1","nprPubDate":"Wed, 02 Jan 2019 14:35:00 -0500","nprStoryDate":"Tue, 01 Jan 2019 16:20:19 -0500","nprLastModifiedDate":"Wed, 02 Jan 2019 14:35:01 -0500","nprAudio":"https://ondemand.npr.org/anon.npr-mp3/npr/atc/2019/01/20190101_atc_from_campbells_to_kelloggs_classic_brands_are_feeling_the_crunch.mp3?orgId=1&topicId=1006&d=241&p=2&story=677390110&ft=nprml&f=677390110","nprAudioM3u":"http://api.npr.org/m3u/1681442560-50fe24.m3u?orgId=1&topicId=1006&d=241&p=2&story=677390110&ft=nprml&f=677390110","audioTrackLength":241,"path":"/bayareabites/131902/from-campbells-to-kelloggs-classic-brands-are-feeling-the-crunch","audioUrl":"https://ondemand.npr.org/anon.npr-mp3/npr/atc/2019/01/20190101_atc_from_campbells_to_kelloggs_classic_brands_are_feeling_the_crunch.mp3?orgId=1&topicId=1006&d=241&p=2&story=677390110&ft=nprml&f=677390110","parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp>Think about the last time you went to the supermarket. You probably spent no more than a few seconds choosing from all the different brands of toothpaste, frozen peas or oatmeal.\u003c/p>\n\u003cp>Those few seconds used to be the holy grail for brands, the moment you would get hooked forever on that Tide detergent or Heinz ketchup — an event referred to as \"the first moment of truth.\" But lately, the moment of truth has moved to the Internet. What's more, ripples from the 2008 recession have changed us as shoppers.\u003c/p>\n\u003cp>More and more people have started saying: \"I'm not a brand person.\"\u003c/p>\n\u003cp>Those five fateful words come from Juliet McFadden, 23, an office manager in Boston. For consumer brands used to owning American cupboards and closets, that sentiment spells trouble and signals a turning point: evolve or wither.\u003c/p>\n\u003cp>It has been a tumultuous period for giant consumer brand companies. Campbell Soup Co. is in the process of selling off parts of its business and \u003ca href=\"https://www.nytimes.com/2018/12/20/business/campbell-soup-chief-executive-clouse.html\">welcoming a new\u003c/a> chief executive. Procter & Gamble is \u003ca href=\"https://www.cnbc.com/2018/11/08/pg-to-restructure-company-as-maker-of-gillette-simplifies-units.html\">restructuring\u003c/a>. Unilever, which makes Dove soap and Hellmann's mayonnaise, has also \u003ca href=\"https://www.wsj.com/articles/unilever-picks-insider-as-new-ceo-1543478395\">hired a new CEO\u003c/a>.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>","attributes":{"named":{},"numeric":[]}},{"type":"component","content":"","name":"ad","attributes":{"named":{"label":"fullwidth"},"numeric":["fullwidth"]}},{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>As far back as 2015, research firm Catalina\u003ca href=\"https://assets.ctfassets.net/oyvkhyupj8l5/2ZYjJLIB2gsMyaOgmQC2WW/8ece3950dea3f20122cf71ea80229c1a/2015-Mid-Year-Review.pdf\"> reported\u003c/a> that 90 of the top 100 brands in consumer packaged goods had lost market share.\u003c/p>\n\u003cp>To understand that trend, consider a shopper like McFadden. She is just starting to build her finances and lifelong shopping habits. This makes her a prime target for consumer-goods companies like Procter & Gamble, Kraft Heinz or General Mills. But she's not easy to win over.\u003c/p>\n\u003cp>For example, McFadden doesn't like cereal. \"I just don't usually eat breakfast,\" she says. She doesn't drink soda and dislikes yogurts \"with a ton of sugar with them.\" She doesn't buy paper towels and prefers reusable washable rags. \"Paper towels are expensive,\" she says. \"Stuff like that adds up.\"\u003c/p>\n\u003cp>The tastes of McFadden's generation often get treated with the tired trope about millennials killing \u003ca href=\"https://www.nytimes.com/2016/02/24/dining/breakfast-cereal.html?_r=0\">breakfast cereal\u003c/a>, \u003ca href=\"https://www.washingtonpost.com/lifestyle/home/do-you-use-paper-towels-as-napkins-at-the-dinner-table-you-are-not-alone/2016/03/25/d0d076b0-eb8c-11e5-b0fd-073d5930a7b7_story.html?utm_term=.b908ac3c1d9b\">napkins\u003c/a>, \u003ca href=\"https://www.marketwatch.com/story/millennials-are-killing-bar-soap-2017-06-09\">bar soap\u003c/a>, \u003ca href=\"https://www.wsj.com/articles/tuna-makers-look-to-hook-younger-consumers-1543766400\">canned tuna\u003c/a>. But really, most Americans could make a similar list. Maybe you choose the store brand of toilet paper; or you buy a fancier condiment instead of Hellmann's mayo; or you order eco-friendly diapers on the Internet.\u003c/p>\n\u003cp>\"Rather than just relying on brand familiarity, consumers buy today what performs for them. They are much less brand-loyal,\" says David Luttenberger of market-research firm Mintel. \"They are more driven by performance, by convenience, by price.\"\u003c/p>\n\u003cp>During the Great Recession, Americans warmed up to cheaper off-brand products, like generic or store brands. And then, they kept buying them even as the economy improved.\u003c/p>\n\u003cp>Plus, the Internet — of course — has completely shaken up shopping.\u003c/p>\n\u003cp>Think about how people used to discover new brands. Only the biggest conglomerates could afford prime TV advertising and prominent placement in stores, right around eye level.\u003c/p>\n\u003cp>And so the baby boomer generation of shoppers grew up reaching for ubiquitous products like Campbell's soup, Heinz ketchup, Oscar Mayer hot dogs or P&G's Crest toothpaste.\u003c/p>\n\u003cp>Some of these names remain longtime favorites among loyal older shoppers. In a 2018 \u003ca href=\"https://morningconsult.com/most-loved-brands/#most-loved\">Morning Consult poll\u003c/a>, Procter & Gamble and Kimberly-Clark were the two top brands preferred by boomers, far more than U.S. adults overall.\u003c/p>\n\u003cp>Meanwhile, tech investors have been funding startups to bring Silicon Valley \"disruption\" to products such as toothbrushes, vitamins and tampons. Wall Street has become cautious about once-dominant consumer brands. Shares of companies like \u003ca href=\"https://finance.yahoo.com/chart/K#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%3D%3D\">Kellogg\u003c/a>, \u003ca href=\"https://finance.yahoo.com/chart/KHC#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%3D\">Kraft Heinz\u003c/a> and \u003ca href=\"https://finance.yahoo.com/chart/GIS#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%3D%3D\">General Mills\u003c/a> recently hit their lowest levels in years.\u003c/p>\n\u003cp>\"They're in a bit of a pickle,\" says Americus Reed, marketing professor at the University of Pennsylvania's Wharton School. \"Like in the music industry, very few artists can continue being successful in the sophomore and junior album, right? ... It is a big challenge to reinvent yourself over and over again.\"\u003c/p>\n\u003cp>But that's exactly what companies are trying to do with brands to survive. In 2017, Procter & Gamble\u003ca href=\"https://www.washingtonpost.com/business/capitalbusiness/how-hipster-brands-have-the-king-of-razors-on-the-run/2017/04/05/edca3af6-1a27-11e7-9887-1a5314b56a08_story.html?utm_term=.a33dde70e338\"> cut the price\u003c/a> of its razors and replacement blades to compete against online-subscription upstarts Dollar Shave Club and Harry's. Rival Unilever went all in and \u003ca href=\"https://www.wsj.com/articles/unilever-buys-dollar-shave-club-1468987836?mod=article_inline\">bought\u003c/a> the Dollar Shave Club for $1 billion.\u003c/p>\n\u003cp>Kimberly-Clark — whose brands include Kleenex, Huggies and Kotex —\u003ca href=\"https://www.npr.org/sections/thetwo-way/2018/01/23/580029629/kimberly-clark-announces-layoffs-along-with-3-3-billion-in-operating-profit\"> was struggling so much that it announced plans\u003c/a> to lay off 13 percent of its workers and shutter 10 plants. Among various brand revamps, the company has launched a new Scott toilet paper without the center tube to appeal to the environmentally conscious shopper.\u003c/p>\n\u003cp>General Mills renamed the classic Hamburger Helper as simply \"Helper.\" In a\u003ca href=\"https://www.eater.com/2016/3/7/11173858/kraft-mac-and-cheese-different\"> quiet feat\u003c/a>, Kraft Heinz managed to take out artificial preservatives and dyes from its classic macaroni and cheese without angering devotees.\u003c/p>\n\u003cp>The 149-year-old Campbell Soup Co. has been \u003ca href=\"https://morningconsult.com/2017/05/02/campbell-soups-age-problem/\">the poster child\u003c/a> of the struggle to adjust to an age where people want convenient, fresher products with ingredients they can pronounce.\u003c/p>\n\u003cp>Canonized by Andy Warhol in the heat-and-serve postwar era, Campbell is\u003ca href=\"https://morningconsult.com/2017/05/02/campbell-soups-age-problem/\"> acutely feeling\u003c/a> Americans' waning appetite for canned and condensed soups. It's trying to hold on to its huge share of the market with cleaner labels showing fresh ingredients, containers meant for sipping and modern flavors like toasted barley.\u003c/p>\n\u003cp>Another staple feeling the pressure is breakfast cereal, with nostalgic brands like Kellogg's Frosted Flakes and Froot Loops; General Mills' Lucky Charms and Cheerios; PepsiCo's Life and Cap'n Crunch. Sales here have been\u003ca href=\"https://www.nytimes.com/2016/02/24/dining/breakfast-cereal.html?_r=0\"> declining \u003c/a>for years. Mintel predicts an additional 5 percent decline through 2023, as people aren't swayed by reduced-sugar offerings and choose to skip breakfast or opt for more portable, warmer and more nutritious options.\u003c/p>\n\u003cp>\"You've got a lot of CEOs that are at their wits' end trying to figure out growth,\" \u003cem>The Wall Street Journal \u003c/em>\u003ca href=\"https://www.wsj.com/articles/packaged-food-companies-churn-through-ceos-desperate-for-fresh-ideas-1527598800?mod=article_inline\">cited\u003c/a> \"a now-retired big-food-company chief\" as saying in May 2018. The article said at least 16 CEOs of major packaged-food and beverage companies had stepped down in the previous two years.\u003c/p>\n\u003cp>\u003c/p>\n\u003cp>\"The challenge for these legacy brands is that the people that were born into them are going to die,\" says Reed, the marketing professor, \"and so you better have a plan to talk to these younger types of consumers.\"\u003c/p>\n\u003cdiv class=\"fullattribution\">Copyright 2019 NPR. To see more, visit https://www.npr.org.\u003cimg src=\"https://www.google-analytics.com/__utm.gif?utmac=UA-5828686-4&utmdt=From+Campbell%27s+To+Kellogg%27s%2C+Classic+Brands+Are+Feeling+The+Crunch&utme=8(APIKey)9(MDAxOTAwOTE4MDEyMTkxMDAzNjczZDljZA004)\">\u003c/div>\n\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/bayareabites/131902/from-campbells-to-kelloggs-classic-brands-are-feeling-the-crunch","authors":["byline_bayareabites_131902"],"categories":["bayareabites_1962","bayareabites_11028","bayareabites_10028","bayareabites_4084","bayareabites_12555","bayareabites_10916","bayareabites_358","bayareabites_60"],"tags":["bayareabites_12554"],"featImg":"bayareabites_131903","label":"bayareabites"},"bayareabites_110578":{"type":"posts","id":"bayareabites_110578","meta":{"index":"posts_1591205157","site":"bayareabites","id":"110578","score":null,"sort":[1467930274000]},"guestAuthors":[],"slug":"want-kids-to-eat-more-veggies-market-them-with-cartoons","title":"Want Kids To Eat More Veggies? Market Them With Cartoons","publishDate":1467930274,"format":"standard","headTitle":"Bay Area Bites | KQED Food","labelTerm":{"site":"bayareabites"},"content":"\u003cp>Be it SpongeBob SquarePants or Tony the Tiger, food companies have long used cartoon characters to market their products to children. But that tactic can also sway younger kids to eat fresh vegetables, according to a new study.\u003c/p>\n\u003cp>Sammy Spinach, Oliver Onion, Colby Carrot, Suzy Sweet Pea and a slew of cartoon vegetable characters with superpowers were developed as puppets by a nonprofit organization called \u003ca href=\"http://supersprowtz.com/sprowtz/oliver-onion-and-gita-garlic/\">Super Sprowtz\u003c/a>. Using live puppet performances across the country and short videos featuring the veggie characters with stars like basketball legend Shaquille O' Neal, the organization has been trying to make vegetables more appealing to children.\u003c/p>\n\u003cp>One video has all the characters singing and dancing to the tune of Beyoncé's \"Put a Ring On It.\" The revamped chorus? \"If you'd like to eat healthy, put a veggie on it.\" (Perhaps the creators were acquainted with \u003ca href=\"https://www.youtube.com/watch?v=DyCJiZh8dsw\">little kids' love of this song\u003c/a>.)\u003c/p>\n\u003cp>\u003ca href=\"http://dyson.cornell.edu/people/david-just\">David Just\u003c/a>, a behavioral economist at Cornell University, and his colleagues wanted to know if Beyoncé-belting veggie superheroes could actually change children's eating habits. So they joined forces with Super Sprowtz and borrowed their characters to test them in elementary school cafeterias.\u003c/p>\n\u003cp>https://youtu.be/Fiuns9WLP-c\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>In three participating schools, the researchers showed the Super Sprowtz videos on TVs in the cafeterias near the salad bar. In two schools, they festooned the salad bar with a large vinyl banner showing the brightly colored veggie heroes. In three additional schools, the cafeteria featured both the videos and the salad bar banner, while two other schools had neither the videos nor the banner and served as a controls for the experiment.\u003c/p>\n\u003cp>Students in schools with the banner alone grabbed nearly twice as many servings of vegetables as those in control schools. But in the schools with both the banner and the video messages, the effect was even more pronounced: Students put three times as many vegetables on their lunch trays. The schools where only videos were shown didn't see a significant increase in how much veggies kids served themselves.\u003c/p>\n\u003cp>\"The [banners] are visible from a long ways away,\"\u003cstrong> \u003c/strong>Just notes. He thinks that drew more children to the salad bar. \"And if they had the TV once they got there, then they were [even] more likely to try\" the vegetables.\u003c/p>\n\u003cp>The study included students from kindergarten through fifth grade. It makes sense that kids in this age range would be swayed by cartoon characters, says \u003ca href=\"http://fic.osu.edu/members/directory/h/hanks-drew.html\">Andrew Hanks\u003c/a>, a scientist at Ohio State University's Food Innovation Center and the main author of the study. \"These are animated characters, and kids at that age like these kinds of things,\" he says.\u003c/p>\n\u003cp>Food and beverage companies know this, too, says \u003ca href=\"http://www.cspinet.org/about/margo-wootan.html\">Margo Wootan\u003c/a>, a nutrition policy expert at the Center for Science in the Public Interest\u003cstrong>. \u003c/strong>\"Kids are exposed to $2 billion worth of food marketing to kids each year,\" she says. Most of this marketing, she says, is \"using characters to promote unhealthy food to kids\" — highly processed foods like cereals or sugar-filled fruit snacks.\u003c/p>\n\u003cfigure id=\"attachment_110579\" class=\"wp-caption aligncenter\" style=\"max-width: 1821px\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2016/07/colbycarrot-1c96094b3bd0ba183260e1a5746ae51ac18ffd1d.jpg\" alt=\"Former White House chef Sam Kass and Colby Carrot at a salad bar launch in New York City.\" width=\"1821\" height=\"1365\" class=\"size-full wp-image-110579\" srcset=\"https://ww2.kqed.org/app/uploads/sites/24/2016/07/colbycarrot-1c96094b3bd0ba183260e1a5746ae51ac18ffd1d.jpg 1821w, https://ww2.kqed.org/app/uploads/sites/24/2016/07/colbycarrot-1c96094b3bd0ba183260e1a5746ae51ac18ffd1d-400x300.jpg 400w, https://ww2.kqed.org/app/uploads/sites/24/2016/07/colbycarrot-1c96094b3bd0ba183260e1a5746ae51ac18ffd1d-800x600.jpg 800w, https://ww2.kqed.org/app/uploads/sites/24/2016/07/colbycarrot-1c96094b3bd0ba183260e1a5746ae51ac18ffd1d-768x576.jpg 768w, https://ww2.kqed.org/app/uploads/sites/24/2016/07/colbycarrot-1c96094b3bd0ba183260e1a5746ae51ac18ffd1d-1440x1079.jpg 1440w, https://ww2.kqed.org/app/uploads/sites/24/2016/07/colbycarrot-1c96094b3bd0ba183260e1a5746ae51ac18ffd1d-1180x885.jpg 1180w, https://ww2.kqed.org/app/uploads/sites/24/2016/07/colbycarrot-1c96094b3bd0ba183260e1a5746ae51ac18ffd1d-960x720.jpg 960w\" sizes=\"(max-width: 1821px) 100vw, 1821px\">\u003cfigcaption class=\"wp-caption-text\">Former White House chef Sam Kass and Colby Carrot at a salad bar launch in New York City. \u003ccite>(Courtesy of Super Sprowtz)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\"My take on this is that these kids are going to experience marketing in some form,\" says Hanks. \"Why don't we expose them to marketing to make healthy choices? As we show in this study, it can have a powerful impact.\"\u003c/p>\n\u003cp>Wootan agrees. She's part of a group of organizations that has \u003ca href=\"https://cspinet.org/new/pdf/Margo-Wootan-Testimony-IWG-Forum.pdf\">pushed the food industry\u003c/a> to cut down on the use of cartoon characters to sell foods high in calories, fat, sodium and sugar to children.\u003c/p>\n\u003cp>Schools trying to sell kids on healthier lunches are at a comparative disadvantage, she says, because \"they are not marketing school lunch as cool.\" Using Zach Zucchini and Miki Mushroom is a great way to make healthier lunch seem hipper to students, she adds. And while familiar media characters may be more persuasive, she says that most schools don't have the money to license SpongeBob to market healthful lunches.\u003c/p>\n\u003cp>\"I think doing something like this, certainly you can target entire schools,\" says \u003ca href=\"http://www.childobesity180.org/leadership-team\">Christina Economos\u003c/a>, a childhood nutrition researcher at Tufts University. She says the findings also suggest that researchers need to better explore the role of branded media in getting kids to eat healthier foods. Child health activists have already tried similar experiments. For example, three years ago, Sesame Workshop partnered with the Produce Marketing Association and Partnership for a Healthier America \u003ca href=\"http://www.sesameworkshop.org/our-blog/2013/10/30/beloved-sesame-street-characters-to-promote-fresh-fruit-and-vegetable-consumption-to-kids/\">to use Big Bird, Elmo and Abby Cadabby in messaging that aimed \u003c/a> to make vegetables and fruits more appealing to kids.\u003c/p>\n\u003cp>However, marketing campaigns alone can't ensure that kids continue to choose healthful foods, cautions Economos. These efforts will need to be complemented with the good old (but less cool) tool called nutrition education, which has been shown to be effective in changing children's food habits. \"There has to be education that supplements this,\" Economos says.\u003c/p>\n\u003cp>\u003c/p>\n\u003cp> \u003cem>Copyright 2016 \u003ca href=\"http://www.npr.org/\" target=\"_blank\">NPR\u003c/a>.\u003c/em>\u003c/p>\n\n","blocks":[],"excerpt":"The food industry has long marketed highly processed products to kids with characters like Tony the Tiger. But similar tactics can also work to sway school kids to eat more vegetables, a study finds.","status":"publish","parent":0,"modified":1467930274,"stats":{"hasAudio":false,"hasVideo":false,"hasChartOrMap":false,"iframeSrcs":[],"hasGoogleForm":false,"hasGallery":false,"hasHearkenModule":false,"hasPolis":false,"paragraphCount":17,"wordCount":834},"headData":{"title":"Want Kids To Eat More Veggies? Market Them With Cartoons | KQED","description":"The food industry has long marketed highly processed products to kids with characters like Tony the Tiger. But similar tactics can also work to sway school kids to eat more vegetables, a study finds.","ogTitle":"","ogDescription":"","ogImgId":"","twTitle":"","twDescription":"","twImgId":""},"disqusIdentifier":"110578 http://ww2.kqed.org/bayareabites/?p=110578","disqusUrl":"https://ww2.kqed.org/bayareabites/2016/07/07/want-kids-to-eat-more-veggies-market-them-with-cartoons/","disqusTitle":"Want Kids To Eat More Veggies? Market Them With Cartoons","nprByline":"Rhitu Chatterjee, \u003ca href=\"https://ww2.kqed.org/bayareabites/author/nprfood/\">NPR Food","nprImageAgency":"Courtesy of Super Sprowtz","nprStoryId":"484789101","nprApiLink":"http://api.npr.org/query?id=484789101&apiKey=MDAxOTAwOTE4MDEyMTkxMDAzNjczZDljZA004","nprHtmlLink":"http://www.npr.org/sections/thesalt/2016/07/07/484789101/want-kids-to-eat-more-veggies-market-them-with-cartoons?ft=nprml&f=484789101","nprRetrievedStory":"1","nprPubDate":"Thu, 07 Jul 2016 17:32:00 -0400","nprStoryDate":"Thu, 07 Jul 2016 17:32:07 -0400","nprLastModifiedDate":"Thu, 07 Jul 2016 17:32:07 -0400","path":"/bayareabites/110578/want-kids-to-eat-more-veggies-market-them-with-cartoons","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp>Be it SpongeBob SquarePants or Tony the Tiger, food companies have long used cartoon characters to market their products to children. But that tactic can also sway younger kids to eat fresh vegetables, according to a new study.\u003c/p>\n\u003cp>Sammy Spinach, Oliver Onion, Colby Carrot, Suzy Sweet Pea and a slew of cartoon vegetable characters with superpowers were developed as puppets by a nonprofit organization called \u003ca href=\"http://supersprowtz.com/sprowtz/oliver-onion-and-gita-garlic/\">Super Sprowtz\u003c/a>. Using live puppet performances across the country and short videos featuring the veggie characters with stars like basketball legend Shaquille O' Neal, the organization has been trying to make vegetables more appealing to children.\u003c/p>\n\u003cp>One video has all the characters singing and dancing to the tune of Beyoncé's \"Put a Ring On It.\" The revamped chorus? \"If you'd like to eat healthy, put a veggie on it.\" (Perhaps the creators were acquainted with \u003ca href=\"https://www.youtube.com/watch?v=DyCJiZh8dsw\">little kids' love of this song\u003c/a>.)\u003c/p>\n\u003cp>\u003ca href=\"http://dyson.cornell.edu/people/david-just\">David Just\u003c/a>, a behavioral economist at Cornell University, and his colleagues wanted to know if Beyoncé-belting veggie superheroes could actually change children's eating habits. So they joined forces with Super Sprowtz and borrowed their characters to test them in elementary school cafeterias.\u003c/p>\u003c/p>\u003cp>\u003cspan class='utils-parseShortcode-shortcodes-__youtubeShortcode__embedYoutube'>\n \u003cspan class='utils-parseShortcode-shortcodes-__youtubeShortcode__embedYoutubeInside'>\n \u003ciframe\n loading='lazy'\n class='utils-parseShortcode-shortcodes-__youtubeShortcode__youtubePlayer'\n type='text/html'\n src='//www.youtube.com/embed/Fiuns9WLP-c'\n title='//www.youtube.com/embed/Fiuns9WLP-c'\n allowfullscreen='true'\n style='border:0;'>\u003c/iframe>\n \u003c/span>\n \u003c/span>\u003c/p>\u003cp>\u003cp>\u003c/p>\u003c/div>","attributes":{"named":{},"numeric":[]}},{"type":"component","content":"","name":"ad","attributes":{"named":{"label":"fullwidth"},"numeric":["fullwidth"]}},{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>In three participating schools, the researchers showed the Super Sprowtz videos on TVs in the cafeterias near the salad bar. In two schools, they festooned the salad bar with a large vinyl banner showing the brightly colored veggie heroes. In three additional schools, the cafeteria featured both the videos and the salad bar banner, while two other schools had neither the videos nor the banner and served as a controls for the experiment.\u003c/p>\n\u003cp>Students in schools with the banner alone grabbed nearly twice as many servings of vegetables as those in control schools. But in the schools with both the banner and the video messages, the effect was even more pronounced: Students put three times as many vegetables on their lunch trays. The schools where only videos were shown didn't see a significant increase in how much veggies kids served themselves.\u003c/p>\n\u003cp>\"The [banners] are visible from a long ways away,\"\u003cstrong> \u003c/strong>Just notes. He thinks that drew more children to the salad bar. \"And if they had the TV once they got there, then they were [even] more likely to try\" the vegetables.\u003c/p>\n\u003cp>The study included students from kindergarten through fifth grade. It makes sense that kids in this age range would be swayed by cartoon characters, says \u003ca href=\"http://fic.osu.edu/members/directory/h/hanks-drew.html\">Andrew Hanks\u003c/a>, a scientist at Ohio State University's Food Innovation Center and the main author of the study. \"These are animated characters, and kids at that age like these kinds of things,\" he says.\u003c/p>\n\u003cp>Food and beverage companies know this, too, says \u003ca href=\"http://www.cspinet.org/about/margo-wootan.html\">Margo Wootan\u003c/a>, a nutrition policy expert at the Center for Science in the Public Interest\u003cstrong>. \u003c/strong>\"Kids are exposed to $2 billion worth of food marketing to kids each year,\" she says. Most of this marketing, she says, is \"using characters to promote unhealthy food to kids\" — highly processed foods like cereals or sugar-filled fruit snacks.\u003c/p>\n\u003cfigure id=\"attachment_110579\" class=\"wp-caption aligncenter\" style=\"max-width: 1821px\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2016/07/colbycarrot-1c96094b3bd0ba183260e1a5746ae51ac18ffd1d.jpg\" alt=\"Former White House chef Sam Kass and Colby Carrot at a salad bar launch in New York City.\" width=\"1821\" height=\"1365\" class=\"size-full wp-image-110579\" srcset=\"https://ww2.kqed.org/app/uploads/sites/24/2016/07/colbycarrot-1c96094b3bd0ba183260e1a5746ae51ac18ffd1d.jpg 1821w, https://ww2.kqed.org/app/uploads/sites/24/2016/07/colbycarrot-1c96094b3bd0ba183260e1a5746ae51ac18ffd1d-400x300.jpg 400w, https://ww2.kqed.org/app/uploads/sites/24/2016/07/colbycarrot-1c96094b3bd0ba183260e1a5746ae51ac18ffd1d-800x600.jpg 800w, https://ww2.kqed.org/app/uploads/sites/24/2016/07/colbycarrot-1c96094b3bd0ba183260e1a5746ae51ac18ffd1d-768x576.jpg 768w, https://ww2.kqed.org/app/uploads/sites/24/2016/07/colbycarrot-1c96094b3bd0ba183260e1a5746ae51ac18ffd1d-1440x1079.jpg 1440w, https://ww2.kqed.org/app/uploads/sites/24/2016/07/colbycarrot-1c96094b3bd0ba183260e1a5746ae51ac18ffd1d-1180x885.jpg 1180w, https://ww2.kqed.org/app/uploads/sites/24/2016/07/colbycarrot-1c96094b3bd0ba183260e1a5746ae51ac18ffd1d-960x720.jpg 960w\" sizes=\"(max-width: 1821px) 100vw, 1821px\">\u003cfigcaption class=\"wp-caption-text\">Former White House chef Sam Kass and Colby Carrot at a salad bar launch in New York City. \u003ccite>(Courtesy of Super Sprowtz)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\"My take on this is that these kids are going to experience marketing in some form,\" says Hanks. \"Why don't we expose them to marketing to make healthy choices? As we show in this study, it can have a powerful impact.\"\u003c/p>\n\u003cp>Wootan agrees. She's part of a group of organizations that has \u003ca href=\"https://cspinet.org/new/pdf/Margo-Wootan-Testimony-IWG-Forum.pdf\">pushed the food industry\u003c/a> to cut down on the use of cartoon characters to sell foods high in calories, fat, sodium and sugar to children.\u003c/p>\n\u003cp>Schools trying to sell kids on healthier lunches are at a comparative disadvantage, she says, because \"they are not marketing school lunch as cool.\" Using Zach Zucchini and Miki Mushroom is a great way to make healthier lunch seem hipper to students, she adds. And while familiar media characters may be more persuasive, she says that most schools don't have the money to license SpongeBob to market healthful lunches.\u003c/p>\n\u003cp>\"I think doing something like this, certainly you can target entire schools,\" says \u003ca href=\"http://www.childobesity180.org/leadership-team\">Christina Economos\u003c/a>, a childhood nutrition researcher at Tufts University. She says the findings also suggest that researchers need to better explore the role of branded media in getting kids to eat healthier foods. Child health activists have already tried similar experiments. For example, three years ago, Sesame Workshop partnered with the Produce Marketing Association and Partnership for a Healthier America \u003ca href=\"http://www.sesameworkshop.org/our-blog/2013/10/30/beloved-sesame-street-characters-to-promote-fresh-fruit-and-vegetable-consumption-to-kids/\">to use Big Bird, Elmo and Abby Cadabby in messaging that aimed \u003c/a> to make vegetables and fruits more appealing to kids.\u003c/p>\n\u003cp>However, marketing campaigns alone can't ensure that kids continue to choose healthful foods, cautions Economos. These efforts will need to be complemented with the good old (but less cool) tool called nutrition education, which has been shown to be effective in changing children's food habits. \"There has to be education that supplements this,\" Economos says.\u003c/p>\n\u003cp>\u003c/p>\n\u003cp> \u003cem>Copyright 2016 \u003ca href=\"http://www.npr.org/\" target=\"_blank\">NPR\u003c/a>.\u003c/em>\u003c/p>\n\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/bayareabites/110578/want-kids-to-eat-more-veggies-market-them-with-cartoons","authors":["byline_bayareabites_110578"],"categories":["bayareabites_12555"],"tags":["bayareabites_15528","bayareabites_1224","bayareabites_12554"],"featImg":"bayareabites_110580","label":"bayareabites"},"bayareabites_72060":{"type":"posts","id":"bayareabites_72060","meta":{"index":"posts_1591205157","site":"bayareabites","id":"72060","score":null,"sort":[1381511868000]},"guestAuthors":[],"slug":"drinking-with-your-eyes-how-wine-labels-trick-us-into-buying","title":"Drinking With Your Eyes: How Wine Labels Trick Us Into Buying","publishDate":1381511868,"format":"aside","headTitle":"Bay Area Bites | KQED Food","labelTerm":{"site":"bayareabites"},"content":"\u003cfigure id=\"attachment_72071\" class=\"wp-caption aligncenter\" style=\"max-width: 948px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/10/winelabels1.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/10/winelabels1.jpg\" alt=\" Left: A hand-drawn typeface on Bluebird wines conveys a youthful, innovative feeling, while the puffy, raised lettering makes the $12.99 bottle appear more expensive. Right: When the Hahn family switched their cabernet sauvignon to this label, the wine started flying off the shelves — and its image of a naked lady helped get it banned in Alabama. Photo: Tucker & Hossler/Courtesy of CF Napa Brand Design\" width=\"948\" height=\"725\" class=\"size-full wp-image-72071\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Left: A hand-drawn typeface on Bluebird wines conveys a youthful, innovative feeling, while the puffy, raised lettering makes the $12.99 bottle appear more expensive. Right: When the Hahn family switched their cabernet sauvignon to this label, the wine started flying off the shelves — and its image of a naked lady helped get it banned in Alabama.\u003cbr>Photo: Tucker & Hossler/Courtesy of CF Napa Brand Design\u003c/figcaption>\u003c/figure>\n\u003cp>Post by Michaeleen Doucleff, \u003ca href=\"http://www.npr.org/blogs/thesalt/2013/10/10/231458853/drinking-with-your-eyes-how-wine-labels-trick-us-into-buying\">The Salt at NPR Food\u003c/a> (10/11/13)\u003c/p>\n\u003cp>We're all guilty of it. Even if we don't want to admit it, we've all been suckered into grabbing a bottle of wine off the grocery store shelf just because of what's on the label. Seriously, who can resist the \"see no evil\" monkeys on a bottle of \u003ca href=\"http://www.pinotevil.com/\">Pinot Evil\u003c/a>?\u003c/p>\n\u003cp>But the tricks that get us to buy a $9 bottle of chardonnay — or splurge on a $40 pinot noir — are way more sophisticated than putting a clever monkey on the front.\u003c/p>\n\u003cp>A carefully crafted label can make us think the bottle is way more expensive than it is, and it can boost our enjoyment of the wine itself, says David Schuemann of \u003ca href=\"http://www.cfnapa.com/\">CF Napa Brand Design\u003c/a>, who has been designing wine packaging for more than a decade.\u003c/p>\n\u003cfigure id=\"attachment_72072\" class=\"wp-caption aligncenter\" style=\"max-width: 948px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/10/winelabels2.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/10/winelabels2.jpg\" alt=\"When a label goes for something whimsical, it must be clever, too - like these chemical reactions, which actually occur during fermentation. (Full disclosure: I have personally bought the wine on the left because I'm a sucker for chemistry that's correct.) At right: The label for Slingshot looks like someone actually used it for target practice. Photo: Tucker & Hossler/Courtesy of CF Napa Brand Design\" width=\"948\" height=\"725\" class=\"size-full wp-image-72072\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">When a label goes for something whimsical, it must be clever, too - like these chemical reactions, which actually occur during fermentation. (Full disclosure: I have personally bought the wine on the left because I'm a sucker for chemistry that's correct.) At right: The label for Slingshot looks like someone actually used it for target practice. Photo: Tucker & Hossler/Courtesy of CF Napa Brand Design\u003c/figcaption>\u003c/figure>\n\u003cp>In his new book \u003cem>\u003ca href=\"http://99bottlesofwine.com/\">99 Bottles of Wine\u003c/a>\u003c/em>, Schuemann spills the industry's secrets about how wine labels tickle our subconscious and coerce us into grabbing a bottle off the shelf. The book is also a feast for the eyes, with about 100 photographs of the sleekest, most eye-catching wine \u003ca href=\"http://www.cfnapa.com/domestic_wine/\">labels\u003c/a> in the business.\u003c/p>\n\u003cfigure id=\"attachment_72073\" class=\"wp-caption aligncenter\" style=\"max-width: 948px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/10/winelabels3.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/10/winelabels3.jpg\" alt=\"David Schuemann says he wrote <em>99 Bottles of Wine</em> as a "how to" for label makers. What's one of his favorites? Sea Smoke's pinot noir, which beautifully illustrates how a simple logo against a white background makes a wine look sophisticated and first class. Photo: Tucker & Hossler/Courtesy of CF Napa Brand Design\" width=\"948\" height=\"724\" class=\"size-full wp-image-72073\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">David Schuemann says he wrote \u003cem>99 Bottles of Wine\u003c/em> as a \"how to\" for label makers. What's one of his favorites? Sea Smoke's pinot noir, which beautifully illustrates how a simple logo against a white background makes a wine look sophisticated and first class. Photo: Tucker & Hossler/Courtesy of CF Napa Brand Design\u003c/figcaption>\u003c/figure>\n\u003cp>\"We always make a wine look about $10 more expensive than it is. So then it appears like an even better value,\" Schuemann tells The Salt. \"We add gold foil to the label or a gold stamping. We emboss the label or add a third dimension to give it a rich texture or tactile feel.\"\u003c/p>\n\u003cfigure id=\"attachment_72074\" class=\"wp-caption aligncenter\" style=\"max-width: 948px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/10/winelabels4.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/10/winelabels4.jpg\" alt=\"Hip and modern: The skull and bicycle gears on the Bone Shaker label speak to the hipster in all of us, while the clean, bold design of the BEX riesling sets it apart from other stodgy European labels and evokes the precision of German auto engineering. Photo: Tucker & Hossler/Courtesy of CF Napa Brand Design\" width=\"948\" height=\"726\" class=\"size-full wp-image-72074\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Hip and modern: The skull and bicycle gears on the Bone Shaker label speak to the hipster in all of us, while the clean, bold design of the BEX riesling sets it apart from other stodgy European labels and evokes the precision of German auto engineering. Photo: Tucker & Hossler/Courtesy of CF Napa Brand Design\u003c/figcaption>\u003c/figure>\n\u003cp>In general, people associate minimalist, uncluttered designs with high-end vintages and sophisticated flavors, Schuemann says. \"More expensive labels tend to have a cream or white background with a simple logo. Maybe a splash of gold or metal. But they don't have critters on them. Otherwise, experienced wine drinkers think it looks cheap.\"\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>But for less-accomplished oenophiles who are still experimenting with wine, the bottle needs to \"pop\" off the shelf more, Schuemann says. So his team makes the labels more colorful and louder for wines under $10. \"They're whimsical in a clever way,\" he says. \"And we'll still add a bit of gold foil to show the quality.\"\u003c/p>\n\u003cfigure id=\"attachment_72075\" class=\"wp-caption aligncenter\" style=\"max-width: 1120px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/10/winelabels.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/10/winelabels.jpg\" alt=\"Shelf pop: Brilliant red ink and an arresting illustration make Scarlett stand out in a sea of Napa cabernet sauvignons. A splash of gold adds richness and elegance. Photo: Tucker & Hossler/Courtesy of CF Napa Brand Design\" width=\"1120\" height=\"861\" class=\"size-full wp-image-72075\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Shelf pop: Brilliant red ink and an arresting illustration make Scarlett stand out in a sea of Napa cabernet sauvignons. A splash of gold adds richness and elegance. Photo: Tucker & Hossler/Courtesy of CF Napa Brand Design\u003c/figcaption>\u003c/figure>\n\u003cp>No part of the bottle is wasted for these subliminal mind tricks. Even that little piece of metal at the top of the bottle gets jazzed up with a fancy print, a sophisticated stripe or subtle sparkles. \"Then people tend to perceive the wine as more expensive because so much care has gone into even the foil,\" he adds.\u003c/p>\n\u003cp>The foil's color on cheaper bottles helps beginners know what flavors to expect, Schuemann says. \"A red foil communicates berries, while a green or yellow foil says buttery or tropical flavors are inside. Then the consumer says, 'Oh! That looks like it's going to taste good.' \"\u003c/p>\n\u003cp>And that label can trick your tongue, too. \"We've done some consumer research in which we poured the same wine for people, but from different bottles,\" he says. \"The more they like the label, they more they like the wine.\"\u003c/p>\n\u003cp>Although Schuemann isn't a psychologist, there's some real scientific evidence to back up his ideas. A \u003ca href=\"http://www.pnas.org/content/105/3/1050.abstract\">study\u003c/a> several years ago found that when people think that they're drinking a $90 bottle, pleasure centers in the brain are more active than when they're sipping on a $5 wine — even when the two wines are actually identical.\u003c/p>\n\u003cp>And what about all those fancy descriptions on the back of bottles describing a chardonnay's buttery aroma and creamy mouth feel? They also work their magic on your mind, says \u003ca href=\"http://www.bus.umich.edu/facultybios/FacultyBio.asp?id=000398520\">Aradhna Krishna\u003c/a>, a marketing professor at the University of Michigan.\u003c/p>\n\u003cp>\"Eating and drinking isn't just about taste, but it's a combination of all our five senses — smell, touch, vision and even sounds,\" she says.\u003c/p>\n\u003cp>In one of her recent experiments, she and her team showed two groups of people ads for potato chips. \"One ad focused on taste alone. But the other described how the chips smelled like BBQ and had a crunchy texture,\" she tells The Salt. The group that saw the second ad thought the chips tasted better because it evoked several senses.\u003c/p>\n\u003cp>The same goes for wine, Krishna says. \"If the description on the back makes you imagine the wine's fruity bouquet and the way it feels in your mouth, then the taste will be enhanced and consumption goes up.\"\u003c/p>\n\u003cp>\u003c/p>\n\u003cp>Who knows? You may even start salivating right there in the wine aisle.\u003cbr>\n\u003cem>\u003cbr>\nCopyright 2013 \u003ca href=\"http://www.npr.org/\">NPR\u003c/a>.\u003c/em> \u003c/p>\n\n","blocks":[],"excerpt":"There's a whole slew of mind games that label designers use to get us to think better of their wines without ever tasting a sip. Want to add 10 bucks to the price of a bottle? Class it up with some gold stamping on that label. An insider spills the industry's secrets in a gorgeous photo book.","status":"publish","parent":0,"modified":1381511868,"stats":{"hasAudio":false,"hasVideo":false,"hasChartOrMap":false,"iframeSrcs":[],"hasGoogleForm":false,"hasGallery":false,"hasHearkenModule":false,"hasPolis":false,"paragraphCount":19,"wordCount":1049},"headData":{"title":"Drinking With Your Eyes: How Wine Labels Trick Us Into Buying | KQED","description":"There's a whole slew of mind games that label designers use to get us to think better of their wines without ever tasting a sip. Want to add 10 bucks to the price of a bottle? Class it up with some gold stamping on that label. An insider spills the industry's secrets in a gorgeous photo book.","ogTitle":"","ogDescription":"","ogImgId":"","twTitle":"","twDescription":"","twImgId":""},"disqusIdentifier":"72060 http://blogs.kqed.org/bayareabites/?p=72060","disqusUrl":"https://ww2.kqed.org/bayareabites/2013/10/11/drinking-with-your-eyes-how-wine-labels-trick-us-into-buying/","disqusTitle":"Drinking With Your Eyes: How Wine Labels Trick Us Into Buying","nprByline":"Michaeleen Doucleff","nprStoryId":"231458853","nprApiLink":"http://api.npr.org/query?id=231458853&apiKey=MDAxOTAwOTE4MDEyMTkxMDAzNjczZDljZA004","nprHtmlLink":"http://www.npr.org/blogs/thesalt/2013/10/10/231458853/drinking-with-your-eyes-how-wine-labels-trick-us-into-buying?ft=3&f=231458853","nprRetrievedStory":"1","nprPubDate":"Fri, 11 Oct 2013 12:21:00 -0400","nprStoryDate":"Fri, 11 Oct 2013 11:05:00 -0400","nprLastModifiedDate":"Fri, 11 Oct 2013 12:21:36 -0400","path":"/bayareabites/72060/drinking-with-your-eyes-how-wine-labels-trick-us-into-buying","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cfigure id=\"attachment_72071\" class=\"wp-caption aligncenter\" style=\"max-width: 948px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/10/winelabels1.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/10/winelabels1.jpg\" alt=\" Left: A hand-drawn typeface on Bluebird wines conveys a youthful, innovative feeling, while the puffy, raised lettering makes the $12.99 bottle appear more expensive. Right: When the Hahn family switched their cabernet sauvignon to this label, the wine started flying off the shelves — and its image of a naked lady helped get it banned in Alabama. Photo: Tucker & Hossler/Courtesy of CF Napa Brand Design\" width=\"948\" height=\"725\" class=\"size-full wp-image-72071\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Left: A hand-drawn typeface on Bluebird wines conveys a youthful, innovative feeling, while the puffy, raised lettering makes the $12.99 bottle appear more expensive. Right: When the Hahn family switched their cabernet sauvignon to this label, the wine started flying off the shelves — and its image of a naked lady helped get it banned in Alabama.\u003cbr>Photo: Tucker & Hossler/Courtesy of CF Napa Brand Design\u003c/figcaption>\u003c/figure>\n\u003cp>Post by Michaeleen Doucleff, \u003ca href=\"http://www.npr.org/blogs/thesalt/2013/10/10/231458853/drinking-with-your-eyes-how-wine-labels-trick-us-into-buying\">The Salt at NPR Food\u003c/a> (10/11/13)\u003c/p>\n\u003cp>We're all guilty of it. Even if we don't want to admit it, we've all been suckered into grabbing a bottle of wine off the grocery store shelf just because of what's on the label. Seriously, who can resist the \"see no evil\" monkeys on a bottle of \u003ca href=\"http://www.pinotevil.com/\">Pinot Evil\u003c/a>?\u003c/p>\n\u003cp>But the tricks that get us to buy a $9 bottle of chardonnay — or splurge on a $40 pinot noir — are way more sophisticated than putting a clever monkey on the front.\u003c/p>\n\u003cp>A carefully crafted label can make us think the bottle is way more expensive than it is, and it can boost our enjoyment of the wine itself, says David Schuemann of \u003ca href=\"http://www.cfnapa.com/\">CF Napa Brand Design\u003c/a>, who has been designing wine packaging for more than a decade.\u003c/p>\n\u003cfigure id=\"attachment_72072\" class=\"wp-caption aligncenter\" style=\"max-width: 948px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/10/winelabels2.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/10/winelabels2.jpg\" alt=\"When a label goes for something whimsical, it must be clever, too - like these chemical reactions, which actually occur during fermentation. (Full disclosure: I have personally bought the wine on the left because I'm a sucker for chemistry that's correct.) At right: The label for Slingshot looks like someone actually used it for target practice. Photo: Tucker & Hossler/Courtesy of CF Napa Brand Design\" width=\"948\" height=\"725\" class=\"size-full wp-image-72072\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">When a label goes for something whimsical, it must be clever, too - like these chemical reactions, which actually occur during fermentation. (Full disclosure: I have personally bought the wine on the left because I'm a sucker for chemistry that's correct.) At right: The label for Slingshot looks like someone actually used it for target practice. Photo: Tucker & Hossler/Courtesy of CF Napa Brand Design\u003c/figcaption>\u003c/figure>\n\u003cp>In his new book \u003cem>\u003ca href=\"http://99bottlesofwine.com/\">99 Bottles of Wine\u003c/a>\u003c/em>, Schuemann spills the industry's secrets about how wine labels tickle our subconscious and coerce us into grabbing a bottle off the shelf. The book is also a feast for the eyes, with about 100 photographs of the sleekest, most eye-catching wine \u003ca href=\"http://www.cfnapa.com/domestic_wine/\">labels\u003c/a> in the business.\u003c/p>\n\u003cfigure id=\"attachment_72073\" class=\"wp-caption aligncenter\" style=\"max-width: 948px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/10/winelabels3.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/10/winelabels3.jpg\" alt=\"David Schuemann says he wrote <em>99 Bottles of Wine</em> as a "how to" for label makers. What's one of his favorites? Sea Smoke's pinot noir, which beautifully illustrates how a simple logo against a white background makes a wine look sophisticated and first class. Photo: Tucker & Hossler/Courtesy of CF Napa Brand Design\" width=\"948\" height=\"724\" class=\"size-full wp-image-72073\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">David Schuemann says he wrote \u003cem>99 Bottles of Wine\u003c/em> as a \"how to\" for label makers. What's one of his favorites? Sea Smoke's pinot noir, which beautifully illustrates how a simple logo against a white background makes a wine look sophisticated and first class. Photo: Tucker & Hossler/Courtesy of CF Napa Brand Design\u003c/figcaption>\u003c/figure>\n\u003cp>\"We always make a wine look about $10 more expensive than it is. So then it appears like an even better value,\" Schuemann tells The Salt. \"We add gold foil to the label or a gold stamping. We emboss the label or add a third dimension to give it a rich texture or tactile feel.\"\u003c/p>\n\u003cfigure id=\"attachment_72074\" class=\"wp-caption aligncenter\" style=\"max-width: 948px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/10/winelabels4.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/10/winelabels4.jpg\" alt=\"Hip and modern: The skull and bicycle gears on the Bone Shaker label speak to the hipster in all of us, while the clean, bold design of the BEX riesling sets it apart from other stodgy European labels and evokes the precision of German auto engineering. Photo: Tucker & Hossler/Courtesy of CF Napa Brand Design\" width=\"948\" height=\"726\" class=\"size-full wp-image-72074\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Hip and modern: The skull and bicycle gears on the Bone Shaker label speak to the hipster in all of us, while the clean, bold design of the BEX riesling sets it apart from other stodgy European labels and evokes the precision of German auto engineering. Photo: Tucker & Hossler/Courtesy of CF Napa Brand Design\u003c/figcaption>\u003c/figure>\n\u003cp>In general, people associate minimalist, uncluttered designs with high-end vintages and sophisticated flavors, Schuemann says. \"More expensive labels tend to have a cream or white background with a simple logo. Maybe a splash of gold or metal. But they don't have critters on them. Otherwise, experienced wine drinkers think it looks cheap.\"\u003c/p>\n\u003cp>\u003c/p>\u003c/div>","attributes":{"named":{},"numeric":[]}},{"type":"component","content":"","name":"ad","attributes":{"named":{"label":"fullwidth"},"numeric":["fullwidth"]}},{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>But for less-accomplished oenophiles who are still experimenting with wine, the bottle needs to \"pop\" off the shelf more, Schuemann says. So his team makes the labels more colorful and louder for wines under $10. \"They're whimsical in a clever way,\" he says. \"And we'll still add a bit of gold foil to show the quality.\"\u003c/p>\n\u003cfigure id=\"attachment_72075\" class=\"wp-caption aligncenter\" style=\"max-width: 1120px\">\u003ca href=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/10/winelabels.jpg\">\u003cimg src=\"http://ww2.kqed.org/bayareabites/wp-content/uploads/sites/24/2013/10/winelabels.jpg\" alt=\"Shelf pop: Brilliant red ink and an arresting illustration make Scarlett stand out in a sea of Napa cabernet sauvignons. A splash of gold adds richness and elegance. Photo: Tucker & Hossler/Courtesy of CF Napa Brand Design\" width=\"1120\" height=\"861\" class=\"size-full wp-image-72075\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Shelf pop: Brilliant red ink and an arresting illustration make Scarlett stand out in a sea of Napa cabernet sauvignons. A splash of gold adds richness and elegance. Photo: Tucker & Hossler/Courtesy of CF Napa Brand Design\u003c/figcaption>\u003c/figure>\n\u003cp>No part of the bottle is wasted for these subliminal mind tricks. Even that little piece of metal at the top of the bottle gets jazzed up with a fancy print, a sophisticated stripe or subtle sparkles. \"Then people tend to perceive the wine as more expensive because so much care has gone into even the foil,\" he adds.\u003c/p>\n\u003cp>The foil's color on cheaper bottles helps beginners know what flavors to expect, Schuemann says. \"A red foil communicates berries, while a green or yellow foil says buttery or tropical flavors are inside. Then the consumer says, 'Oh! That looks like it's going to taste good.' \"\u003c/p>\n\u003cp>And that label can trick your tongue, too. \"We've done some consumer research in which we poured the same wine for people, but from different bottles,\" he says. \"The more they like the label, they more they like the wine.\"\u003c/p>\n\u003cp>Although Schuemann isn't a psychologist, there's some real scientific evidence to back up his ideas. A \u003ca href=\"http://www.pnas.org/content/105/3/1050.abstract\">study\u003c/a> several years ago found that when people think that they're drinking a $90 bottle, pleasure centers in the brain are more active than when they're sipping on a $5 wine — even when the two wines are actually identical.\u003c/p>\n\u003cp>And what about all those fancy descriptions on the back of bottles describing a chardonnay's buttery aroma and creamy mouth feel? They also work their magic on your mind, says \u003ca href=\"http://www.bus.umich.edu/facultybios/FacultyBio.asp?id=000398520\">Aradhna Krishna\u003c/a>, a marketing professor at the University of Michigan.\u003c/p>\n\u003cp>\"Eating and drinking isn't just about taste, but it's a combination of all our five senses — smell, touch, vision and even sounds,\" she says.\u003c/p>\n\u003cp>In one of her recent experiments, she and her team showed two groups of people ads for potato chips. \"One ad focused on taste alone. But the other described how the chips smelled like BBQ and had a crunchy texture,\" she tells The Salt. The group that saw the second ad thought the chips tasted better because it evoked several senses.\u003c/p>\n\u003cp>The same goes for wine, Krishna says. \"If the description on the back makes you imagine the wine's fruity bouquet and the way it feels in your mouth, then the taste will be enhanced and consumption goes up.\"\u003c/p>\n\u003cp>\u003c/p>\n\u003cp>Who knows? You may even start salivating right there in the wine aisle.\u003cbr>\n\u003cem>\u003cbr>\nCopyright 2013 \u003ca href=\"http://www.npr.org/\">NPR\u003c/a>.\u003c/em> \u003c/p>\n\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/bayareabites/72060/drinking-with-your-eyes-how-wine-labels-trick-us-into-buying","authors":["byline_bayareabites_72060"],"categories":["bayareabites_12555","bayareabites_10916","bayareabites_119"],"tags":["bayareabites_11108","bayareabites_12554","bayareabites_10921","bayareabites_12553"],"featImg":"bayareabites_72070","label":"bayareabites"}},"programsReducer":{"possible":{"id":"possible","title":"Possible","info":"Possible is hosted by entrepreneur Reid Hoffman and writer Aria Finger. Together in Possible, Hoffman and Finger lead enlightening discussions about building a brighter collective future. The show features interviews with visionary guests like Trevor Noah, Sam Altman and Janette Sadik-Khan. Possible paints an optimistic portrait of the world we can create through science, policy, business, art and our shared humanity. It asks: What if everything goes right for once? How can we get there? Each episode also includes a short fiction story generated by advanced AI GPT-4, serving as a thought-provoking springboard to speculate how humanity could leverage technology for good.","airtime":"SUN 2pm","imageSrc":"https://cdn.kqed.org/wp-content/uploads/2024/04/Possible-Podcast-Tile-360x360-1.jpg","officialWebsiteLink":"https://www.possible.fm/","meta":{"site":"news","source":"Possible"},"link":"/radio/program/possible","subscribe":{"apple":"https://podcasts.apple.com/us/podcast/possible/id1677184070","spotify":"https://open.spotify.com/show/730YpdUSNlMyPQwNnyjp4k"}},"1a":{"id":"1a","title":"1A","info":"1A is home to the national conversation. 1A brings on great guests and frames the best debate in ways that make you think, share and engage.","airtime":"MON-THU 11pm-12am","imageSrc":"https://ww2.kqed.org/radio/wp-content/uploads/sites/50/2018/04/1a.jpg","officialWebsiteLink":"https://the1a.org/","meta":{"site":"news","source":"npr"},"link":"/radio/program/1a","subscribe":{"npr":"https://rpb3r.app.goo.gl/RBrW","apple":"https://itunes.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?s=143441&mt=2&id=1188724250&at=11l79Y&ct=nprdirectory","tuneIn":"https://tunein.com/radio/1A-p947376/","rss":"https://feeds.npr.org/510316/podcast.xml"}},"all-things-considered":{"id":"all-things-considered","title":"All Things Considered","info":"Every weekday, \u003cem>All Things Considered\u003c/em> hosts Robert Siegel, Audie Cornish, Ari Shapiro, and Kelly McEvers present the program's trademark mix of news, interviews, commentaries, reviews, and offbeat features. Michel Martin hosts on the weekends.","airtime":"MON-FRI 1pm-2pm, 4:30pm-6:30pm\u003cbr />SAT-SUN 5pm-6pm","imageSrc":"https://cdn.kqed.org/wp-content/uploads/2024/04/All-Things-Considered-Podcast-Tile-360x360-1.jpg","officialWebsiteLink":"https://www.npr.org/programs/all-things-considered/","meta":{"site":"news","source":"npr"},"link":"/radio/program/all-things-considered"},"american-suburb-podcast":{"id":"american-suburb-podcast","title":"American Suburb: The Podcast","tagline":"The flip side of gentrification, told through one town","info":"Gentrification is changing cities across America, forcing people from neighborhoods they have long called home. Call them the displaced. Now those priced out of the Bay Area are looking for a better life in an unlikely place. American Suburb follows this migration to one California town along the Delta, 45 miles from San Francisco. But is this once sleepy suburb ready for them?","imageSrc":"https://cdn.kqed.org/wp-content/uploads/2024/04/American-Suburb-Podcast-Tile-703x703-1.jpg","officialWebsiteLink":"/news/series/american-suburb-podcast","meta":{"site":"news","source":"kqed","order":"13"},"link":"/news/series/american-suburb-podcast/","subscribe":{"npr":"https://rpb3r.app.goo.gl/RBrW","apple":"https://itunes.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?mt=2&id=1287748328","tuneIn":"https://tunein.com/radio/American-Suburb-p1086805/","rss":"https://ww2.kqed.org/news/series/american-suburb-podcast/feed/podcast","google":"https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5tZWdhcGhvbmUuZm0vS1FJTkMzMDExODgxNjA5"}},"baycurious":{"id":"baycurious","title":"Bay Curious","tagline":"Exploring the Bay Area, one question at a time","info":"KQED’s new podcast, Bay Curious, gets to the bottom of the mysteries — both profound and peculiar — that give the Bay Area its unique identity. And we’ll do it with your help! You ask the questions. You decide what Bay Curious investigates. And you join us on the journey to find the answers.","imageSrc":"https://cdn.kqed.org/wp-content/uploads/2024/04/Bay-Curious-Podcast-Tile-703x703-1.jpg","imageAlt":"\"KQED Bay Curious","officialWebsiteLink":"/news/series/baycurious","meta":{"site":"news","source":"kqed","order":"4"},"link":"/podcasts/baycurious","subscribe":{"apple":"https://podcasts.apple.com/us/podcast/bay-curious/id1172473406","npr":"https://www.npr.org/podcasts/500557090/bay-curious","rss":"https://ww2.kqed.org/news/category/bay-curious-podcast/feed/podcast","google":"https://podcasts.google.com/feed/aHR0cHM6Ly93dzIua3FlZC5vcmcvbmV3cy9jYXRlZ29yeS9iYXktY3VyaW91cy1wb2RjYXN0L2ZlZWQvcG9kY2FzdA","stitcher":"https://www.stitcher.com/podcast/kqed/bay-curious","spotify":"https://open.spotify.com/show/6O76IdmhixfijmhTZLIJ8k"}},"bbc-world-service":{"id":"bbc-world-service","title":"BBC World Service","info":"The day's top stories from BBC News compiled twice daily in the week, once at weekends.","airtime":"MON-FRI 9pm-10pm, TUE-FRI 1am-2am","imageSrc":"https://cdn.kqed.org/wp-content/uploads/2024/04/BBC-World-Service-Podcast-Tile-360x360-1.jpg","officialWebsiteLink":"https://www.bbc.co.uk/sounds/play/live:bbc_world_service","meta":{"site":"news","source":"BBC World Service"},"link":"/radio/program/bbc-world-service","subscribe":{"apple":"https://itunes.apple.com/us/podcast/global-news-podcast/id135067274?mt=2","tuneIn":"https://tunein.com/radio/BBC-World-Service-p455581/","rss":"https://podcasts.files.bbci.co.uk/p02nq0gn.rss"}},"code-switch-life-kit":{"id":"code-switch-life-kit","title":"Code Switch / Life Kit","info":"\u003cem>Code Switch\u003c/em>, which listeners will hear in the first part of the hour, has fearless and much-needed conversations about race. Hosted by journalists of color, the show tackles the subject of race head-on, exploring how it impacts every part of society — from politics and pop culture to history, sports and more.\u003cbr />\u003cbr />\u003cem>Life Kit\u003c/em>, which will be in the second part of the hour, guides you through spaces and feelings no one prepares you for — from finances to mental health, from workplace microaggressions to imposter syndrome, from relationships to parenting. The show features experts with real world experience and shares their knowledge. Because everyone needs a little help being human.\u003cbr />\u003cbr />\u003ca href=\"https://www.npr.org/podcasts/510312/codeswitch\">\u003cem>Code Switch\u003c/em> offical site and podcast\u003c/a>\u003cbr />\u003ca href=\"https://www.npr.org/lifekit\">\u003cem>Life Kit\u003c/em> offical site and podcast\u003c/a>\u003cbr />","airtime":"SUN 9pm-10pm","imageSrc":"https://cdn.kqed.org/wp-content/uploads/2024/04/Code-Switch-Life-Kit-Podcast-Tile-360x360-1.jpg","meta":{"site":"radio","source":"npr"},"link":"/radio/program/code-switch-life-kit","subscribe":{"apple":"https://podcasts.apple.com/podcast/1112190608?mt=2&at=11l79Y&ct=nprdirectory","google":"https://podcasts.google.com/feed/aHR0cHM6Ly93d3cubnByLm9yZy9yc3MvcG9kY2FzdC5waHA_aWQ9NTEwMzEy","spotify":"https://open.spotify.com/show/3bExJ9JQpkwNhoHvaIIuyV","rss":"https://feeds.npr.org/510312/podcast.xml"}},"commonwealth-club":{"id":"commonwealth-club","title":"Commonwealth Club of California Podcast","info":"The Commonwealth Club of California is the nation's oldest and largest public affairs forum. As a non-partisan forum, The Club brings to the public airwaves diverse viewpoints on important topics. The Club's weekly radio broadcast - the oldest in the U.S., dating back to 1924 - is carried across the nation on public radio stations and is now podcasting. Our website archive features audio of our recent programs, as well as selected speeches from our long and distinguished history. This podcast feed is usually updated twice a week and is always un-edited.","airtime":"THU 10pm, FRI 1am","imageSrc":"https://cdn.kqed.org/wp-content/uploads/2024/04/Commonwealth-Club-Podcast-Tile-360x360-1.jpg","officialWebsiteLink":"https://www.commonwealthclub.org/podcasts","meta":{"site":"news","source":"Commonwealth Club of California"},"link":"/radio/program/commonwealth-club","subscribe":{"apple":"https://itunes.apple.com/us/podcast/commonwealth-club-of-california-podcast/id976334034?mt=2","google":"https://podcasts.google.com/feed/aHR0cDovL3d3dy5jb21tb253ZWFsdGhjbHViLm9yZy9hdWRpby9wb2RjYXN0L3dlZWtseS54bWw","tuneIn":"https://tunein.com/radio/Commonwealth-Club-of-California-p1060/"}},"considerthis":{"id":"considerthis","title":"Consider This","tagline":"Make sense of the day","info":"Make sense of the day. Every weekday afternoon, Consider This helps you consider the major stories of the day in less than 15 minutes, featuring the reporting and storytelling resources of NPR. Plus, KQED’s Bianca Taylor brings you the local KQED news you need to know.","imageSrc":"https://cdn.kqed.org/wp-content/uploads/2024/04/Consider-This-Podcast-Tile-703x703-1.jpg","imageAlt":"Consider This from NPR and KQED","officialWebsiteLink":"/podcasts/considerthis","meta":{"site":"news","source":"kqed","order":"7"},"link":"/podcasts/considerthis","subscribe":{"apple":"https://podcasts.apple.com/podcast/id1503226625?mt=2&at=11l79Y&ct=nprdirectory","npr":"https://rpb3r.app.goo.gl/coronavirusdaily","google":"https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5ucHIub3JnLzUxMDM1NS9wb2RjYXN0LnhtbA","spotify":"https://open.spotify.com/show/3Z6JdCS2d0eFEpXHKI6WqH"}},"forum":{"id":"forum","title":"Forum","tagline":"The conversation starts here","info":"KQED’s live call-in program discussing local, state, national and international issues, as well as in-depth interviews.","airtime":"MON-FRI 9am-11am, 10pm-11pm","imageSrc":"https://cdn.kqed.org/wp-content/uploads/2024/04/Forum-Podcast-Tile-703x703-1.jpg","imageAlt":"KQED Forum with Mina Kim and Alexis Madrigal","officialWebsiteLink":"/forum","meta":{"site":"news","source":"kqed","order":"8"},"link":"/forum","subscribe":{"apple":"https://podcasts.apple.com/us/podcast/kqeds-forum/id73329719","google":"https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5tZWdhcGhvbmUuZm0vS1FJTkM5NTU3MzgxNjMz","npr":"https://www.npr.org/podcasts/432307980/forum","stitcher":"https://www.stitcher.com/podcast/kqedfm-kqeds-forum-podcast","rss":"https://feeds.megaphone.fm/KQINC9557381633"}},"freakonomics-radio":{"id":"freakonomics-radio","title":"Freakonomics Radio","info":"Freakonomics Radio is a one-hour award-winning podcast and public-radio project hosted by Stephen Dubner, with co-author Steve Levitt as a regular guest. It is produced in partnership with WNYC.","imageSrc":"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2018/05/freakonomicsRadio.png","officialWebsiteLink":"http://freakonomics.com/","airtime":"SUN 1am-2am, SAT 3pm-4pm","meta":{"site":"radio","source":"WNYC"},"link":"/radio/program/freakonomics-radio","subscribe":{"npr":"https://rpb3r.app.goo.gl/4s8b","apple":"https://itunes.apple.com/us/podcast/freakonomics-radio/id354668519","tuneIn":"https://tunein.com/podcasts/WNYC-Podcasts/Freakonomics-Radio-p272293/","rss":"https://feeds.feedburner.com/freakonomicsradio"}},"fresh-air":{"id":"fresh-air","title":"Fresh Air","info":"Hosted by Terry Gross, \u003cem>Fresh Air from WHYY\u003c/em> is the Peabody Award-winning weekday magazine of contemporary arts and issues. One of public radio's most popular programs, Fresh Air features intimate conversations with today's biggest luminaries.","airtime":"MON-FRI 7pm-8pm","imageSrc":"https://cdn.kqed.org/wp-content/uploads/2024/04/Fresh-Air-Podcast-Tile-360x360-1.jpg","officialWebsiteLink":"https://www.npr.org/programs/fresh-air/","meta":{"site":"radio","source":"npr"},"link":"/radio/program/fresh-air","subscribe":{"npr":"https://rpb3r.app.goo.gl/4s8b","apple":"https://itunes.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?s=143441&mt=2&id=214089682&at=11l79Y&ct=nprdirectory","tuneIn":"https://tunein.com/radio/Fresh-Air-p17/","rss":"https://feeds.npr.org/381444908/podcast.xml"}},"here-and-now":{"id":"here-and-now","title":"Here & Now","info":"A live production of NPR and WBUR Boston, in collaboration with stations across the country, Here & Now reflects the fluid world of news as it's happening in the middle of the day, with timely, in-depth news, interviews and conversation. Hosted by Robin Young, Jeremy Hobson and Tonya Mosley.","airtime":"MON-THU 11am-12pm","imageSrc":"https://cdn.kqed.org/wp-content/uploads/2024/04/Here-And-Now-Podcast-Tile-360x360-1.jpg","officialWebsiteLink":"http://www.wbur.org/hereandnow","meta":{"site":"news","source":"npr"},"link":"/radio/program/here-and-now","subsdcribe":{"apple":"https://itunes.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?mt=2&id=426698661","tuneIn":"https://tunein.com/radio/Here--Now-p211/","rss":"https://feeds.npr.org/510051/podcast.xml"}},"how-i-built-this":{"id":"how-i-built-this","title":"How I Built This with Guy Raz","info":"Guy Raz dives into the stories behind some of the world's best known companies. How I Built This weaves a narrative journey about innovators, entrepreneurs and idealists—and the movements they built.","imageSrc":"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2018/05/howIBuiltThis.png","officialWebsiteLink":"https://www.npr.org/podcasts/510313/how-i-built-this","airtime":"SUN 7:30pm-8pm","meta":{"site":"news","source":"npr"},"link":"/radio/program/how-i-built-this","subscribe":{"npr":"https://rpb3r.app.goo.gl/3zxy","apple":"https://itunes.apple.com/us/podcast/how-i-built-this-with-guy-raz/id1150510297?mt=2","tuneIn":"https://tunein.com/podcasts/Arts--Culture-Podcasts/How-I-Built-This-p910896/","rss":"https://feeds.npr.org/510313/podcast.xml"}},"inside-europe":{"id":"inside-europe","title":"Inside Europe","info":"Inside Europe, a one-hour weekly news magazine hosted by Helen Seeney and Keith Walker, explores the topical issues shaping the continent. 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