Today's Parent produces single-sponsor kid's cookbook suppment

Today's Parent magazine is producing and polybagging a single-sponsor kids' recipe book with its current issue. It's called The Best of Cooking with Kids and it is paid for by Knorr Lipton's Sidekicks. According to a story in Media in Canada, the paid supplement is designed to coincide with the launch and national sampling program for a new instant rice product.

One might wonder what a pouched convenience food has to do with "cooking", or kids for that matter. But it's a canny hookup between the magazine and one of its major packaged goods advertisers.