For many parents, the times when the child asks for something sweet can become a challenge, and decisions are often influenced by fatigue, pressure or guilt. Kaufland launched a campaign to support parents. The context is all the more sensitive since, according to the World Health Organization, 28% of Romanian children aged 7-8 are overweight or suffer from obesity. At the same time, 7 out of 10 parents say they are informed about children's nutrition, but managing the moments when the little ones ask for sweets remains a frequent challenge in everyday life.
Starting from this reality, Kaufland Romania launches the campaign “When he asks for something sweet, give him sweet talk“, the company's first psychonutrition initiative dedicated to parents and children in Romania. According to a study carried out in partnership with iZi Data, 8 out of 10 parents are frequently faced with children's requests for sweets and snacks. In many cases, decisions are influenced by emotional factors. 39% of mothers say that fatigue affects their food choices, while fathers more often mention the feeling of guilt or pity when they have to refuse the child.
The study also shows that cravings for sweets occur most often before dinner (38%), at lunch (35%) and after dinner (21%), and maintaining dietary rules becomes more difficult when shopping (46%) or on visits and vacations (32%).
Educational series with Diana Lupu, relational and family psychotherapist
The main component of the campaign is a series of 10 educational video episodes, made together with the relational and family psychotherapist Diana Wolf. Materials cover topics such as: key lines for empathetically refusing, emotional regulation techniques, strategies for managing food tantrums, and ways to offer healthy alternatives without conflict. The first 4 episodes are available on the channel de YouTube Kauflandand the following will be published weekly.
The campaign benefits from promotion on the company's social media platforms as well as in stores. More information about the project “When he asks for something sweet, give him sweet talk” are available on the company's website: When he asks for something sweet | Kaufland
“Good nutrition” – strategic direction for Kaufland
The initiative is part of Kaufland's corporate responsibility strategy, under the “Good Nutrition” pillar. This direction aims to raise public awareness of a balanced diet, promote healthy products and develop affordable solutions for sustainable nutrition.
Over time, Kaufland has developed initiatives dedicated to children such as Akademia Kinderland, NutriCOOLtura and FRESH Superheroes, aimed at bringing them closer to eating fruit and vegetables through age-appropriate play and interactive experiences.
In addition, in Kaufland stores parents have the opportunity to pay for purchases at the priority house where there are no sweets and temptations for the little ones.
iZi study methodology Date:
Targeted online study IZI data initiated by Kaufland, conducted among parents of children aged between 2 and 8, internet users, from all regions of Romania, on a sample of 1001 respondents. Collection period: July 17-28, 2025.
Article supported by Kaufland Romania
