A new study by Cargill reveals parents prefer to purchase food and beverages that appeal to the entire family rather than those specifically marketed at kids. Responses also indicate dissatisfaction with the healthfullness of options in food and beverage categories popular with children, including cereal, cookies, crackers, bread, snack bars, fruit juice, frozen pizza, ice cream and soft drinks. Parents tend to purchase based on positive attributes like whole grains and fiber rather than by avoiding negative attributes like high fat and sugar. The Cargill Gatekeeper Purchase Drivers study surveyed more than 1,000 consumers as part of the company's Childhood Nutrition Initiative. Find more information here.