ABSTRACT
This chapter looks at the opportunities for introducing young children to the healthy things in life and explains the Four P's approach to making these seem worth a try. Food is ranked according to how special it is, which provides an opening for making ordinary things a little more exciting and hence more popular. Milk is the only thing on offer for roughly the first four months of a baby's life. Rather than finding this boring, babies demand their milk as if their lives depend on it - which of course is the case. It is when solids are introduced that the problems usually begin. Supermarkets are now full of foods aimed at young children, but many of these foods are high in sugar and salt. Yoghurts, biscuits, cereals, crisps and battered bits are often linked to film characters or TV shows, or have free toys or special offers that make the food item more appealing to young children.
