Hatfield Quality Meats, a manufacturer and supplie

Hatfield Quality Meats, a manufacturer and supplier of fresh and manufactured pork products, is planning soon to launch a marketing program aimed specifically at kids. Until this year, the Hatfield, Pa.-based company has never focused exclusively on children.

Says Julie Oser, grocery product manager: "We are going to be targeting kids because it is a huge market for us."

Recent research conducted by the company?which was supported in part by "shadowing" six families over a two-day period?has uncovered interesting and useful findings, notes Oser. The shadowing experience, a first for the company, brought Hatfield into the lives of real kids and their families.

After observing and taking part in the kids' daily routines?like getting ready for school in the morning, eating meals with them, and following them around as they shuttled to activities in the evenings and on weekends?Hatfield conducted in-depth interviews with them. The company also employed traditional research methods with focus groups and concept testing with mothers and dietitians.

Among the most interesting findings, says Oser, are that 92 percent of children are making their own meals and the idea of three squares a day is a thing of the past. "Kids are very different today than they were 10 years ago," she says. "They don't have time. They are overprogrammed and overscheduled. And their influence plays a major role in the decisions that are being made for mealtime."

She adds, "Kids represent consumption votes. If mom buys a product and the kids don't eat it, chances are she won't buy it again."

Oser says the kid-friendly marketing campaign will be financed from the company's overall marketing budget. She declines to comment on the launch date and what items are projected to be in the lineup.