de Iulio, Simona, Barrey, Sandrine, Baudrin, Mathieu, Cochoy, Franck, Groupe d'Études et de Recherche Interdisciplinaire en Information et COmmunication - ULR 4073 (GERIICO ), Université de Lille, Centre d'Etude et de Recherche Travail Organisation Pouvoir (CERTOP), Université Toulouse - Jean Jaurès (UT2J), Université de Toulouse (UT)-Université de Toulouse (UT)-Université Toulouse III - Paul Sabatier (UT3), Université de Toulouse (UT)-Centre National de la Recherche Scientifique (CNRS), Centre de Sociologie de l'Innovation i3 (CSI i3), Mines Paris - PSL (École nationale supérieure des mines de Paris), Université Paris sciences et lettres (PSL)-Université Paris sciences et lettres (PSL)-Institut interdisciplinaire de l’innovation (I3), Centre National de la Recherche Scientifique (CNRS)-Centre National de la Recherche Scientifique (CNRS), Université Toulouse III - Paul Sabatier (UT3), Université Fédérale Toulouse Midi-Pyrénées-Université Fédérale Toulouse Midi-Pyrénées-Centre National de la Recherche Scientifique (CNRS)-Université Toulouse - Jean Jaurès (UT2J), MINES ParisTech - École nationale supérieure des mines de Paris, Université Paris sciences et lettres (PSL)-Université Paris sciences et lettres (PSL)-Centre National de la Recherche Scientifique (CNRS), Centre National de la Recherche Scientifique (CNRS)-MINES ParisTech - École nationale supérieure des mines de Paris, Université Paris sciences et lettres (PSL)-Université Paris sciences et lettres (PSL), Centre National de la Recherche Scientifique (CNRS)-Université Toulouse III - Paul Sabatier (UT3), Université Fédérale Toulouse Midi-Pyrénées-Université Fédérale Toulouse Midi-Pyrénées-Université Toulouse - Jean Jaurès (UT2J), and MINES ParisTech - École nationale supérieure des mines de Paris-PSL Research University (PSL)-Centre National de la Recherche Scientifique (CNRS)
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.