Cadbury Schweppes is investing £9m in a cause-related marketing campaign, in partnership with the Youth Sport Trust. As part of the Get active campaign, launched on April 6, consumers will be invited to collect onpack tokens, which can be exchanged for sports equipment in schools. The initiative has courted some criticism (see Speaking Out, p.27) for encouraging child obesity. Meanwhile, the National Consumer Council is blaming food producers for changes in British eating habits that are creating a society of fat, unhealthy people, the FT reports on March 8. Deidre Hutton, head of the NCC, is also leading the development of the Food Chain Centre, a new body aimed at remedying inefficiencies in supply chains that undermine farming and the food industry.
The Food Standards Agency is also weighing in, commissioning research into the effect of advertising on the dietary habits of children, which will be published during the summer. The agency will then consider whether guidelines on best practice on marketing to children would be an appropriate next step. Contact Duncan Mwendwa, Cadbury, on 020 7830 5091 (http://www.cadbury.co.uk); Mark Tinsley, NCC, on 01923 857141 (http://www.consumercouncils.org.uk); Claire Ettinger, FSA, on 020 7276 8000 (http://www.foodstandards.gov.uk)
Join the activators
More than 25,000 primary schools are recipients of an interactive programme designed by the Food and Drink Federation to engage teachers, parents and pupils in encouraging balanced eating and healthy lifestyle habits. Launched on March 11, the resource pack, Join the activaters, has been developed in line with the three ‘R’s curriculum. It aims to encourage children to learn about combining physical activity with a balanced diet. Contact Karen Barber, FDF, on 020 7420 7160 (http://www.foodfitness.org.uk)
Food on WHO’s agenda
Sugar in soft drinks and television advertising, along with fat intake and sedentary lifestyles, are blamed for the rise in global obesity, an independent report published by the World Health Organisation claims. The report calls for a limit in the consumption of saturated fats, sugars and salt in the diet, noting they are often found in snacks, processed foods and drinks. Due to be published as a WHO/FAO technical report in late April, its recommendations will feed into a global strategy for the WHO. It will also form the basis for national and regional bodies to develop specific guidelines on diet and exercise for their local communities. Contact David Porter, WHO, on 00 41 791 3774 (http://www.who.int)
Five-a-day logo launched
Sainsbury’s will not be participating in the government’s new five-a-day logo scheme, which aims to provide customers with a universal quality mark for foods that could be counted toward the recommended daily quota of five portions of fruit and vegetables. Instead, Sainsbury’s plans to launch its own five-a-day logo in May. The supermarket is also offering nation-wide healthy eating store tours to help combat obesity, in association with health care company Roche. The initiative will enable between 200-400 GP surgeries the opportunity to recommend the Healthy eating for a healthy weight tours to patients they feel would benefit from nutritional advice. Contact Sue Mercer, Sainsbury’s, on 020 7695 6000 (http://www.sainsburys.co.uk)
Healthy partners
Sainsbury’s will be working with four charities to deliver its community programme for 2003, which will focus on healthy eating, budgeting, awareness of health education and lifestyle, it was announced in March.
The selected projects include:
piloting an educational resource for primary and secondary schoolchildren, in association with Diabetes UK;
preparing a training package for Home-Start volunteers to help families with children under five who might need guidance on nutrition;
undertaking a survey into the eating habits of families with children, together with Kids Club Network. Contact Sue Mercer, Sainsbury’s, on 020 7695 6000 (http://www.sainsburys.co.uk)
in brief
Clydesdale Bank is working with the Royal Highland Education Trust to promote healthy eating among primary school students, launching a farmers’ tour of schools to talk about the origins of healthy food on March 11. Contact Myra Grant, Clydesdale Bank, on 0141 223 2568 (http://www.cbonline.co.uk)
The Advertising Standards Authority announced on March 26 that it will uphold a complaint against Tesco for a consumer leaflet about organic food on the grounds that the leaflet misleadingly claimed that organic food is safer and healthier than conventional food. Contact Fiona Mason, Tesco, on 01922 632 222 (http://www.tesco.co.uk)
McDonald’s is introducing sliced fruit, low-sugar drinks, and lower-fat chicken dishes as part of a shake-up of its UK menu this April. Contact Caroline Webber, McDonald’s, on 020 8700 7000 (http://www.mcdonalds.com)
Comment: health: fat profits from fat consumers?
May 01 2003
by Briefing staff
In a world of widening waistbands, it is tempting to point the finger of blame at the food industry. But could food producers actually be helping to turn around the growing problem of obesity?
As we go to print, the supermarket shelves are full of tempting chocolate eggs: not a good time to think rationally about snack foods and obesity. But let’s try and ask who is to blame for rising levels of obesity? First, the causes: people get fat not just because of what they eat but also because of their lifestyles, notably lack of exercise, TV dinners and the like. Any solution has to tackle all the factors, not just blame the producers of certain foods. But, on the food side of the equation, aren’t snack food companies guilty of distorting our eating habits by promoting unbalanced diets? Actually the evidence points the other way: Mintel research (June 2002) shows the snack sector is in the doldrums, projected to grow at only 2% a year in the UK. Sugar and chocolate confectionery does form half the market but “seems to be losing momentum… and fruit has become a serious contender for pole position”.
The marketing initiatives we report above should be seen more as a defence of market share and maintaining brand loyalty than as an aggressive attempt to sell more. On the health side, isn’t it insidious marketing to target the young and make spurious links with sport? In fact, we’d argue that responsible marketing needs to make precisely that link, highlighting the potential damage to health if consumed to excess. Far from banning a link between schools and food firms, don’t we need to harness the power of marketing to educate consumers? The question is not whether companies and their marketing departments should be involved, but how to do so responsibly. And here, the private sector will need to learn fast and build alliances with concerned stakeholders. As our profile of [b]McDonald’s in this issue shows (p.28-32), offering fresh fruit portions as a snack food is just the beginning
COMMENTS