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Are cereal mascots really drawn looking down, in a subtle attempt at appealing to children through eye contact? Cornell researchers say yes, which General Mills says is "absurd."
In an entertainingly blunt blog post on Friday, General Mills vp of global communications Tom Forsythe eviscerated Cornell's recent study, which found that cereal was placed lower on shelves to target children and also designed to have characters look down at kids.
"Really Cornell?" Forsythe writes. "I mean … we’ve never noticed—and we’re a cereal company."
Here's Cornell's summary of its findings:
In a study of 65 cereals in 10 different grocery stores, Cornell researchers found that cereals marketed to kids are placed half as high on supermarket shelves as adult cereals—the average height for children’s cereal boxes is 23 inches verses 48 inches for adult cereal.
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