There is strong evidence that children are particularly vulnerable to the persuasiveness of marketing, and that their exposure to marketing of unhealthy food products influences their preference for and consumption of these products(1). In New Zealand (NZ), marketing is self-regulated by the industry-led Advertising Standards Authority (ASA). The ASA has two relevant codes, the Children’s Advertising and Food and Beverage Advertising Codes; however, product packaging is omitted. We investigated child-appealing marketing techniques displayed on packaged food products in NZ. We also assessed the potential impacts of different nutrient profiling systems to inform future policy design to restrict child-appealing marketing on food products in NZ. This research was conducted using the 2023 Nutritrack dataset, which contains data collected via photographs of packaged food products available in major NZ supermarkets. We focused on product categories that were shown to have a high prevalence of child-appealing marketing in a similar Australian study(2): confectionery, snack foods, cereal bars and breakfast cereals (n=2015 products). The images of products within these selected categories were assessed and coded using the “Child-appealing packaging” criteria developed by Mulligan et al.(3). Mann-Whitney U tests were used to assess differences in nutrient composition between products with and without child-appealing packaging, using information extracted from Nutrient Information Panels. In addition, the Food Standards Australia New Zealand Nutrient Profiling Scoring Criterion (NPSC) and the World Health Organization Nutrient Profiling Model for the Western Pacific Region (WHO WPRO) were applied to all food products identified as appealing to children to determine which products would be ineligible to be marketed to children under these two potential policy options. Overall, 724 (35.9%) of the 2015 products examined had child-appealing packaging. Snack foods had the highest proportion of products with child-appealing packaging (44.5%), followed by confectionery (39.3%), cereal bars (23.3%) and breakfast cereals (22%). The most common type of child-appealing marketing technique used was “child-appealing visual/graphical design of package” which featured on 513 food items. Overall, compared with products without child-appealing packaging, the median content of energy, protein, total fat, and saturated fat was lower, and the median content of sugar and sodium was higher in products with child-appealing packaging (all p<0.05). Of the 724 products that were found to have child-appealing packaging, 566 (78.2%) would be considered ineligible to be marketed to children when assessed using the NPSC and 706 (97.5%) would be ineligible using the WHO WPRO.Our research shows that a considerable number of food products available in New Zealand supermarkets are using marketing techniques on their packaging that appeal to children. If policies were introduced to reduce the use of child-appealing marketing on food packaging, the WHO WPRO would provide the highest level of protection for children.