Purpose - The purpose of this paper is to ascertain children's perception of fruit and fruit snacks and the influences on their choice. Design/methodology/approach - One hundred primary school children (the majority aged 7-11 years), from three schools, were surveyed or interviewed. A quota sample was taken with a balance of age and gender. A questionnaire survey (ITn/IT=50) plus a series of focus groups (ITn/ IT=50) were carried out. Findings - The questionnaire results showed that the children perceived fruit as likeable, healthy, convenient, low cost and available. Dried and packed fruits were of lower levels on these attributes but newer manufactured snacks were likeable and convenient, but viewed as unhealthy and costly. Focus groups revealed similar perceptions except in the case of fresh fruit which was seen as lacking convenience in terms of poor storage properties and waste. Research limitations/implications - The paper uses a convenience sample with no socio-economic variation. Originality/value - The paper offers new information on new fruit snack forms
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