I eat Milo to make me run faster: how the use of sport in food marketing may influence the food beliefs of young Australians

This paper reports on one of a series of studies exploring the marketing strategies utilised byleading Australian food companies that produce and distribute foods that are predominantlyconsumed by children, and consumer responses to these practices. The focus is on the use ofsport and sporting celebrities to promote food products and the influence of these promotionson the food attitudes and preferences of young people. The qualitative research with children(6-12 years) and teens (12-14 years) supports results from previous research that brandingmay have an influence on food preferences. Importantly, it also suggests that associatingparticular foods with sports may influence young peoples food beliefs, including their abilityto accurately judge the nutritional value of foods and their perceptions regarding the types offoods which should be eaten by those undertaking physical activity.