The objective of this study was to understand how food packaging can influence children's attitudes and purchase decisions toward healthier choices. The appealing components of junk food packaging were transferred onto healthy food in order to test its effect on children's package evaluation, attention to packaging attitude toward the product, perceived healthiness and purchase intention. A structured questionnaire was completed by a sample of 408 Portuguese children aged between 10 and 14years. Findings suggest that food packaging can influence children's attitudes and purchase intentions. These results should be considered by food companies that target children and aim at improving their dietary habits.