Segmenting and target audiences
The scoping phase began with a review of
evidence and extensive desk research by
Murray Consultancy, which identified amongst
other key issues that the dietary intake of many
English preschool children was inadequate.
Snacking and snack foods had been
recognised as major contributors to dietary
problems. However, snacks (frequent small
intakes of food) are essential to many
preschool children to enable them to consume
the necessary volume of food, and hence
nutrients, for normal growth and development.