Comunicações de Marketing de Fabricantes de Alimentos: Quando o Alvo são Crianças e a Mídia Internet Marketing Communications by Food Manufacturers: Targeting Children on the Internet

The purpose of this article is to describe something of the communication forms of food manufacturers toward kids in the Internet media. Empirical data were collected in two steps. The first, observational, served to identify brands of infant foods with website. In the second, the content of sites identified in the previous step was analyzed using the codification of a similar study conducted in the United States. The results cover five themes: nutritional profile, games, downloads, viral marketing, and alerts. Implications, at the end, are elaborated both for the formulation of public policies and marketing communications management.