• Ad Age, Friday, December 2, 2005 11:45 AM

Food marketers say they are trying to change their ways, but it isn't easy. At a "Future of Food" conference held by the Grocery Manufacturers Association, food industry bigwigs addressed some of their major challenges, such as the pressure to develop more-healthful products. The problem, they say, is that such products are costly and consumers don't really want them. "There is always pushback from upper management when we come up with new ideas [for more-healthful foods] because they cost too much and it's difficult to come up with meaningful communication that will help sell them at a higher price," said Lamar Johnson, a veteran food developer who recently left General Mills. A study by Parade magazine confirmed his comments, revealing that health ranked far below other factors in food purchase decisions, including price and taste. Only 12 percent of respondents cited nutrition as a factor in purchasing food.

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