When we first started, about 90% of our sales were to adults,” said Jeff Canner, director of marketing at Ian’s Natural Foods (Revere, Mass.), a company specializing in natural frozen foods. Today, by contrast, children, teens and ’tweens account for half of the company’s $5-10 million in annual sales. “As soon as we started coming out with more family-friendly things and things that kids were excited about, we really started to take off,” Canner recalled.
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