Abstract: India is the world’s second largest producer of food next to China and has potential of being the biggest with food and agriculture sector. The Food Processing industry is the 5th largest industry in India in terms of production, consumption, export and expected growth. Among the various sectors of Food Processing industry, packaged food industry is growing at the fastest pace of 16 % p.a. There are nearly 100 international, national and local players already operating in industry and equal numbers of players are likely to enter in the market in coming years due to its huge growth potential. Packaged food products being product of low involvement category, a little differentiation exists among the products produced by various players of the industry so to differentiate their products companies make use of various marketing tools. One of the most prominent tools used in the industry is packaging. The companies make use of various packaging elements to differentiate their products. This study is undertaken to analyze the impact of animated characters provided on the packages of packaged food & beverage products on the product liking & preferences of children and on perceptions of parents. To attain the aim of study, a sample of 300 respondents was taken. The research paper is structured into five sections. The first section focuses on the introductory part of the paper. It highlights the international, national and local scenario of Food processing industry. The second section focuses on the aspects like definition of packaged food, segments of packaged food product category, importance and role of packaging in the category and main objectives of the study. The third section discusses the previous studies parallel to the current study. It also highlights how the current study is different from the previous studies. The fourth section reveals how the research has been undertaken. The last section i.e. fifth section narrates the findings of the paper, limitations of t