First, parents would prefer to solve the problem through “eating the rainbow,” i.e., a
varied diet of fruits and vegetables, because it’s simple, natural, and easy to understand.
However, it’s only as effective as their ability to get their kids to eat it.
Second, because parents’ fallback solution of Miralax is perceived as “not natural” and
can’t be used long-term, they have been eager to consider food as a way to improve
and promote gut health. They aren’t interested in alternative, culturally significant
remedies, like kombucha, that aren’t already familiar to them or their children. They
want a simple, low-stress (for both parent and child) way to control dosage. And they
also believe perishability and efficacy go hand in hand, i.e., that a product that needs
refrigeration is more likely to be effective.