The UK group is called Bite Back. And it’s just released the results of a survey showing that manipulative marketing ploys are epidemic among foods aimed at kids. Packaging and graphics are the prime suspects…
Bite Back is a consumer advocacy group founded and sponsored by celeb chef Jamie Oliver. It’s part of his ongoing effort to promote better health through better food.
The gist…
The survey encompassed 262 products made by the 10 largest food companies in the UK. The actual research was conducted by Action on Salt, a group of food experts based at Queen Mary University of London.
Their key findings included:
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78 percent of products were deemed unhealthy because of their fat, salt or sugar content.
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67 percent of those featuring a character were unhealthy.
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80 percent of products used bright colours as well as fun patterns and lettering to attract children’s attention.
According to The Guardian: “Oliver has [previously] accused food manufacturers of deliberately using packaging that is designed to “capture young minds” in order to sell more junk food. The survey is an effort to put his allegations into palpable terms.
Nothing unexpected
High in fat and sugar? Animal mascots? Bright colours? Jolly lettering? That’s exactly what I’d expect in product formulations, labelling and advertisi9ng for foods made to appeal to kids.
Oliver said: “Whether it’s through fun characters, bright images or exciting new shapes, these switched-on companies are choosing them because they know they will capture young minds. […] This trick … is yet another way companies are bombarding kids with unhealthy junk food.”
They’re serious!
Oliver and his Bite Back cohort are definitely serious about their campaign against manipulative marketing to kids. They presented the survey’s findings last week to a special House of Lords inquiry into ultra-processed food, diet and obesity.
Who they’re targeting
Among the companies spotlighted by the research project are:
- Mondelēz – which owns the Cadbury, Oreo, Milka and Dairylea brands
- Ferrero – which owns dozens of confecctionary brands, and theur sub-brands
- Mars – which owns dozens of confectionery and chewing gum brands and sub-brands
- PepsiCo – which owns hundreds of beverage, salty snack and dip brands
- Kellogg’s – which owns dozens of cereal, cracker and snack brands and sub-brands
Manufacturers strike back
“Food and drink manufacturers comply strictly with rules on the advertising of less healthy food and drinks in children’s media, including on TV, online, in cinemas, in print media, and in outdoor setting,” a spokesperson for the UK Food and Drink Federation insisted.
My take
It’s going to be interesting to see just what the Lords suggest in terms of changes to food marketing practices aimed at kids. The UK has already brought in stern regulations governing when and where kid-targeted advertising can be displayed.
And given that the UK has, for the past several years, seen soaring rates of child and youth obesity, action can’t come too soon.
Any new legislation in this area will be the first such action to be taken in the Western World…
~ Maggie J.