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2. Food isn't bought for nutrition, Senate told
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Format:
- Journal article
- Publication Date:
- 1969-07-28
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 162 Document Number: C26807
- Journal Title:
- Advertising Age
- Journal Title Details:
- : 2, 8
- Notes:
- Robert D. Stuart, Jr., president of Quaker Oats Company, testifies that over a seven-year period his company spent $15 million to advertise the nutritional value of Life cereal. "In the end, we found that this message was getting across to only 9% of consumers. Most people were eating it, not because of nutrition, but because they liked it." "It must be understood - unless we simply want to talk to ourselves - that the most nutritious product in the world does no one any good until it is consumed."