Bite Back experts accuse 10 of the largest food manufacturers of shamelessly manipulating children with colorful packaging decorated with images of popular cartoon characters.
According to Bite Back experts, colorful advertising with favorite characters is not just a marketing ploy, but a predatory manipulation that accustoms children to unhealthy eating from an early age. Telegraf.news reports this.
The Bite Back study, led by renowned British chef Jamie Oliver, analyzed 262 popular treats in the UK for the appeal of their packaging to children.
The experts came to the attention of the products of the ten largest food giants.
Research results:
78% of foods did not meet healthy eating standards because they contained excess fat, salt or sugar.
67% of the characters on the packaging were “unhealthy”, associating children with harmful products.
80% of the packages featured bright colors, funny designs and messages specially designed to attract children's attention.
Among the “unreliable” manufacturers were Kinder Surprise, M&Ms, Cadbury, Oreo, Milka, Dairylea, Mars, PepsiCo and others.
Bite Back submitted its report to the House of Lords. The organization's chief executive called on ministers to “introduce new rules to tighten controls on these sinister tactics from unhealthy food giants that are leading to a health crisis”.
The Department of Health and Social Care said the government “has a strong track record of tackling childhood obesity” and is committed to “continuing to take decisive action” to tackle the problem.
Possible measures include restrictions on “buy one, get one free” promotions, as well as a ban on advertising of harmful products on television and the Internet.