Boomer food

A Reuter’s press release claims that: “Food manufacturers and retailers are recognizing that they need to go after aging U.S. baby boomers who have money to spend and time to shop”.

Some of the companies who are turning their marketing budgets on the 50-plus are:

Kraft - who calls consumers 50 years and older the "liberated boomers." (give me a break) has products such as a South Beach Diet line and Crystal Light drinks and of course the company's mainstay products such as macaroni and cheese. (Sounds as appetizing as a baked brick). Soon to hit the supermarket shelves will be its Bistro Deluxe line ("a sophisticated Mac & Cheese experience with unique ingredients that appeal to an adult palate"). This makes the brick sound appetizing.

Unilever - has its restaurant-style line, Bertolli Dinner for Two

Sara Lee - hits the floor running with its ready-to-eat meals such as Jimmy Dean sausage sandwiches and skillet meals.

Wild Oats Markets - is a company that thinks it is well placed to cater for the boomer with its range of natural and organic foods, also has gluten-free, sugar-free and diabetic products.

Ken Dychtwald (“the man”) is much quoted in the press release. Why do I think he hasn’t been trying the delights of a skillet meal or a ‘sophisticated’ Mac & Cheese experience, washed down with a mug of Crystal Light.

This food sounds dreadful. I can only assume that these global food giants have concluded that one of the physiological effects of aging is the complete loss of taste and smell. Dick Stroud