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Burger King Tries To Reign
(UK) The debate about junk food in schools and in our communities is becoming a reacurring theme in the news of late (not just in the UK). With direct links to the rising ill health and obesity of young people, it has quickly becoming a social evil and has sparked a shift in cultural perceptions here in the UK.
This weekend, the second-largest (UK) fast-food chain, Burger King, pulled out of the government-led voluntary proposals to reduce the levels of salt, fat and sugar in their products (there about 50+ other retailers involved).
Burger King's reason: 'our commitment to our guests is to provide them with choice'—an excuse that has no reason as Burger King do not offer any healthy alternatives—('Have it your way' is Burger King's tagline—can I have a low-fat, low-calorie burger then?).
It's a move which has jeopardised the whole process of 'industry self-regulation'. It is also feared that other companies who are involved in the proposals to make their menus healthier will opt out as they claim Burger King will have a 'taste advantage'.
On the one hand, at least Burger King are being transparent and authentic—they wish to continue serving high-salt, high-fat, high-sugar food items, whilst most other food outlets are packaging and 'bribing' customers with their associated deals and toys from kids films/shows/brands.
Think about your last trip to the supermarket—all the fresh fruit and vegetables are on display, their colours and smells radiating a sale. Now think of the ready-meals aisle and other unhealthy processed foods, heavily packaged and hidden behind cardboard and plastic as if to hide their lack of authenticity. Surely there is something in this lack of transparency? When was the last time you saw a banana, covered in pastic, being sold in a box with a free Shrek toy/cd?
I truly believe we are reaching a 'tipping point' on these issues of food transparency. Choice will always remain for those who want it, however, as more and more pressure comes from the governments, the mdeia and the public at large, marketing and operational strategies will have to change within these fast-food companies.
A case in point in the expansion of brands such as Innocent Drinks & Whole Foods—just two companies who are experiencing major growth and who provide healthy products in an authentic and transparent way. Sure, they are still using marketing techniques and packaging methods which could be said to be similar to any company but at its core the flavour is completely different…and they didn't need salt!
Related Story: Burger King opts out of health food drive (Sunday Times)
EXTRA: (UK) Bill backs compulsory cookery lessons
Filed by DK on October 12 2005
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