Currently browsing posts about: Marketing to kids

UNICEF does not want its statements to be compromised by conflicted interests with food and beverage companies that make formula or foods for children.

Here’s how UNICEF will be dealing with the food and beverage interests.

This publication explains just how UNICEF intends to avoid conflicts of interest with companies making products that do not promote childrens’ health.

The practices and products of a subset of the F&B industry whose primary business is the production, distribution, marketing and retailing of ultra-processed foods and beverages (UPF) pose particular concern. The companies producing these unhealthy, nutrient-poor UPF – rich in sugar, salt, trans-fats and food additives and preservatives – are major drivers of today’s broken food system and the global epidemic of childhood overweight and obesity and diet-related non-communicable diseases…It is now widely accepted that the practices and products of the UPF industry harm children’s and adolescents’ lives and have become the main commercial determinant of childhood malnutrition and disease.

Evidence shows that direct partnering with the UPF industry (i.e., working with) and voluntary UPF industry initiatives do not translate into large-scale sustainable results in transforming food systems for children. Further, direct funding engagements with UPF industry stakeholders pose a significant reputational risk to the credibility of UNICEF programming and independence as governments’ trusted advisor for policy formulation, normative guidance and programme scale-up for children and adolescents.

UNICEF says it will, among other measures (my emphasis):

• Continue to advocate for the F&B industry not to be included in public policy making.
• Continue avoiding all partnerships with F&B industries that violate the Code.
• Avoid all partnerships with ultra-processed food and beverage (UPF) industries.
• Exclude Code violators and UPF industries in UNICEF-led business platforms.
• Engage responsibly with the F&B industry in humanitarian response.

These commitments are a major public health advance.  Let’s hope UNICEF sticks with them.

I’ve had so many requests to comment on Michelle Obama’s new PLEZi food business—reduced sugar but ultraprocessed artificially sweetened drinks for kids—that I feel obliged to write about them, unhappy as I am as having to consider this enterprise so ill advised.

In case you missed it, the former First Lady—a public health hero of mine for her efforts to improve school food and feed kids more healthfully—announced these drinks as having 75% less sugar than Coke and Pepsi.

The press materials say PLEZi’s mission is:

to create higher standards for how the U.S. makes and markets food and beverages for kids, leading with nutrition, taste, and truth…PLEZi Nutrition was created to give parents a helping hand by offering healthier, great-tasting products that parents can feel good about giving their kids and that kids actually want. The company is focused on lowering sugar content and lowering sweetness to help adjust kids’ palates to crave less sweetness overall. In addition to reducing the sugar and sweetness, they are adding in nutrients kids need, all with the aim to replace sugary drinks and snacks.

Here’s what’s good about all this.

• Michelle Obama is eloquent on the need for kids to eat more healthfully.
• PLEZi is established as a benefit corporation meaning that its stockholders have agreed to have social values as part of its mission, not just profits (although those count too, evidently).
• It has donated $1 million to Food Corps, which teaches school kids about food—a cause well worth supporting.
• It has a distinguished “kitchen cabinet” advisory committee of people who care about kids’ health.

Why my dismay? 

Take a look at the PLEZi Blueberry Blast drink’s nutrition information and ingredient list.

This product has a lot less sugar than Coke or Pepsi and contains zero added sugars, but it has five sweeteners:

• Apple juice concentrate (Translation: sugar derived from apples)
• Watermelon juice concentrate (ditto from watermelons)
• Blueberry juice concentrate (ditto from blueberries)
• Stevia leaf extract
• Monk fruit extract

These, plus “natural flavors” (don’t get me started) and some of the other ingredients put this squarely in the category of ultraprocessed products, now strongly associated with poor health and promotion of excessive calorie intake.

These drinks do not meet my idea of a “higher standard,” alas.

Instead, I see PLEZi as a direct competitor of existing drinks—Kraft’s Capri Sun and Kool-Aid Jammers among them—both with less sugar than Coke or Pepsi, and neither what I would consider a health food.

I found PLEZi shelved right with other sweetened drinks aimed at kids  at the Target in Ithaca, New York.

PLEZi’s cost

Target has PLEZi,on special sale at for $3.50 for 32 ounces (four 8-ounce bottles).  This makes it almost twice as expensive as Capri Sun ($3.19 for 60 ounces—ten 6-ounce pouches).

The competition

PLEZi’s nutritional profile isn’t all that different from that of “half the sugar” Capri Sun.  Here’s Capri Sun Strawberry Kiwi:

Capri Sun has the same kinds of ingredients as PLEZi, but less fruit juice, and a little more overall sugar.  To me, they don’t look all that different.

What about taste?

I bought packages of PLEZi Blueberry Blast, Orange Smash, and Capri Sun ‘s “half the sugar” Strawberry Kiwi.

OK, I  am not these products’ core customer.   They are not aimed at me.  I thought the PLEZi drinks were oddly colored and watery, and had undistinguishable flavors and the slight off-taste of monk fruit sweetener.

Capri Sun is noticably sweeter, which is not surprising: it has 7 grams of sugar in 6 ounces, whereas PLEZi has 6 grams of sugar in 8 ounces.

But all of these drinks raise the same question: Is a somewhat less sugary, sweetened, “better-for-you” drink necessarily a good choice?

Many healthier drinks are available for kids.

I would like to know:

• Why anyone would think kids need another drink like this.
• Why someone didn’t identify PLEZi drinks as ultraprocessed.
• Why someone didn’t intervene to protect Mrs. Obama from getting involved in this dubious enterprise.

My business and health questions:

• Will PLEZi sell?
• Will it cut into sales of Kool-Aid Jammers and Capri Sun, let alone Coke and Pepsi?
• Will it accustom kids to less sweet tastes?
• Will it encourage kids to eat more healthfully?

I sure hope the Kitchen Cabinet insists on a serious evaluation.

Two items about inappropriately targeted marketing.

I.  Online marketing to kids

A coalition of 21 leading advocacy groups, led by Fairplay, a nonprofit children’s advocacy group, and the Center for Digital Democracy, has filed a petition with the Federal Trade Commission to stop online platforms from manipulating children into spending excessive time online.

The petition describes how the vast majority of apps, games, and services popular with kids:

• Generate revenue primarily via advertising
• Employ sophisticated techniques (e.g., autoplay, endless scroll, and strategically timed advertisements) to cultivate lucrative long term relationships between minors and their brands.
• Use platforms like TikTok, Twitter, YouTube, Facebook, Instagram, and Snapchat to keep kids online.
• NYT account NYT on advocacy on adv to kids

The New York Times has a story on this report.

 

II.  Targeting junk food ads to people of color

The University of Connecticut’s Rudd Center for Food Policy & Health has released a new Rudd Report on food marketing targeted to Black and Hispanic consumers.

Its key findings:

• Food and beverage TV advertising is highly concentrated among a small number of companies; 19 companies are responsible for 75% of all food and beverage ad spending, and 82% of marketing targeted to Black consumers.
• The proportion of junk food ads targeted to Black and Hispanic consumers is increasing.

I particularly appreciate Shiriki Kumanika’s comment (in the U. Conn press release) on industry arguments that it is giving customers what they want:

I challenge that view,” said Shiriki Kumanyika, PhD, MPH,professor at Drexel University, Dornsife School of Public Health, and founding chair of the Council on Black Health.“More likely, racialized marketing of unhealthy products reflects a flawed business model in which leveraging the demographics of social disadvantage to maximize profits from unhealthy foods and beverages is acceptable.”

Resources:

• The Rudd Center 2022 update’s executive summary
• The Rudd Center’s Fast Food FACTS 2021 report.
• Infographics, examples of targeted social media campaigns, and fast facts for advocates available HERE
• A USRTK [U.S. Right to Know] fact sheet on targeted junk food marketing
• An account of the report in  The Guardian

More on junk food marketing tomorrow.

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For 30% off, go to www.ucpress.edu/9780520384156.  Use code 21W2240 at checkout.

 

This is too good not to share.  I learned about it from this tweet from Simon Boquera at Mexico’s Public Health Institute.  It’s a bit over two minutes and aimed at kids.

Wish we had something like this!

Some innovations of the Mexican government healthy eating campaign:

1. Recommends Mexican traditional diet, 2. Physical activity, 3. Hydration with water, 4. Using warning labels to discard #junkfood 5. Avoid sugary drinks and 6. Promote breast feeding pic.twitter.com/wFUUC6UvIY

— Dr. Simón Barquera (@SBarquera) October 23, 2022

 

It’s hard to know what to make of the new products heading for the market.

Here’s one.

The rapper Calvin Cordozar Broadus Jr (aka Snoop Dog) is planning to introduce a new breakfast cereal (When?  Sometime soon).

Just what we need.  Another sugary cereal targeting kids.

If a Nutrition Facts label is available, I couldn’t find it online, but I’m guessing 30-40% sugar, and full of color and flavor additives, and super ultra-processed.

But it’s gluten-free and some of the sales revenues will go to support Door of Hope, which advocates for homeless families.

Despite the do-good aura, it’s not what nutritionists recommend, alas.  Well maybe as an occasional treat.

Will Kellogg complain about copyright infringement?  This is clearly a Froot Loops copycat, only with marshmallows—more marshmallows, no less.

Sigh.

As the WHO/UNICEF report I posted yesterday makes clear, the marketing of infant formula—impossible for new mothers to avoid—interferes with breast feeding and, therefore, is a public health concern.

I posted about the Abbott Labs infant formula recall last week.

Here are some additional items I’ve collected on this topic.

I.  What the marketing looks like.

II.  Study finds no benefit of enriched infant formula on later academic performance: Children who are given nutrient or supplement enriched formula milk as babies do not appear to have higher exam scores as adolescents than those fed with standard formula, suggests a study published by The BMJ, leading researchers to argue renewed regulation is needed to better control infant formula promotional claims…. Read more

III.  IBFAN, the International Baby Foods Action Network, writes that it is:

launching a PETITION calling for an immediate halt to a new study  –  funded by the Gates Foundation and led by researchers from the University of California – that is randomly allocating infant formula to breastfeed in low-birth-weight babies in Uganda and Guinea-Bissau on assumption that this might prevent wasting and stunting.

The study, which has been cleared by ethics committees in the USA, Uganda and Guinea -Bissau – uses purchased ready-to-use infant formula made by Abbott, a US pharmaceutical corporation operating in 160 countries.  Abbott is a major violator of the International Code and is currently at the centre of a media storm in the USA because of contamination in its powdered formula. (NB. The formula used in the trial is liquid Ready-to-Feed).

IV.  IBFAN issued an earlier statement: The baby food industry’s destruction of an irreplaceable natural resource.

The International Code of Marketing of Breastmilk Substitutes was adopted forty years ago by the World Health Assembly, the world’s highest health policy setting body…Today 70% of countries have adopted laws based on the Code, however far too many are limited in scope and full of loopholes as a result of industry interference. As a consequence predatory marketing of baby food products continues throughout the world.  and the global Baby Food Drink Market is forecast to rise more than 30% in 5 years (from $68bn in 2020 to $91.5bn by 2026)….Aside from its crucial role in child survival (more than 800,000 children die each year because they are not breastfed and many more do not reach their full potential, ­­ breastfeeding is the most environmentally friendly way to feed an infant, resulting in zero waste, minimal greenhouse gases, and negligible water footprint. As a renewable natural food resource, mother’s milk makes an important contribution to local food and water security.…the baby food industry lost no time in exploiting the fear and confusion during the pandemic: falsely claiming their products build immunity; that their  ‘donations’ are humanitarian; encouraging the needless separation of mothers and babies and pretending that they are essential ‘partners’ who are genuinely working to address the problems.

V.  The Access to Nutrition Initiative (ATNI) assesses nine formula companies’ adherence to WHO recommendations.  Its report is here.

According to its press release,

Despite the World Health Assembly (WHA) adopting ‘The International Code of Marketing of Breast-milk Substitutes’ forty years ago and passing 18 associated resolutions since (collectively referred to as ‘The Code’), the BMS/CF Marketing Index 2021 found that none of the companies it assessed fully abides by The Code’s recommendations and most fall well short.

The summary: 

• Danone retained first place with a score of 68%, up from its 2018 score of 46%
• Nestlé, the market leader in sales value, retained its second place with a score of 57% – also a substantial improvement on its score of 45% in 2018
• KraftHeinz achieved the greatest improvement, ranking third, with a score of 38% compared to in 2018 when it didn’t score at all
• Reckitt (previously RB) substantially improved its BMS Marketing policies which led to a big jump in its score from 10% in 2018 to 32% in 2021 and climbing one place to fourth in the ranking.

VI.  A study: Conflicts of interest are harming maternal and child health: time for scientific journals to end relationships with manufacturers of breast-milk substitutes.  Pereira-Kotze C, et al.  BMJ Global Health. 2022 Feb;7(2):e008002. doi: 10.1136/bmjgh-2021-008002

The promotion and support of breastfeeding globally is thwarted by the USD $57 billion (and growing) formula industry that engages in overt and covert advertising and promotion as well as extensive political activity to foster policy environments conducive to market growth. This includes health professional financing and engagement through courses, e-learning platforms, sponsorship of conferences and health professional associations and advertising in medical/health journals…journal publishers may consciously, or unconsciously, favour corporations in ways that undermine scientific integrity and editorial independence—even perceived conflicts of interest may tarnish the reputation of scientists, organisations or corporations.  Such conflicts have plagued infant and young child nutrition science for decades.

Comment: As I mentioned yesterday, we now have more than enough evidence to put a stop to this.

You might think of the Dietary Guidelines for Americans as federal nutrition advice about how to eat healthfully but to some food companies it’s a marketing opportunity.

FoodNavigator-USA.com writes that the new guidelines for children under age 2 are a “treasure map” for Gerber, a leading baby food manufacturer.

the guidelines underscore the need for products that help babies consume sufficient iron, vitamin D and other nutrients of concern, safely introduce potential allergens, cut back on added-sugar, and cultivate diverse palate preferences to ensure healthy dietary preferences and reduce the risk of picky eaters later.\nInnovative, iron-enriched products need to boost consumption.

How does this work?

One of the main messages in the Dietary Guidelines is to provide infants and young children with sufficient iron.

Gerber to the rescue!

All you have to do is “feed children two servings of infant cereal a day.”

I still vote for feeding kids real food….

The UK government is actively trying to promote healthier diets.

On June 24, the British government announced:  Introducing further advertising restrictions on TV and online for products high in fat, salt and sugar [HFSS]: government response

Rationale: “Current advertising restrictions for HFSS products during children’s TV and other programming of particular appeal to children are insufficient to protect children from seeing a significant amount of unhealthy food adverts on TV, and do not account for the increasing amount of time children spend online. Analysis from September 2019 demonstrated that almost half (47.6%) of all food adverts shown over the month on ITV1, Channel 4, Channel 5 and Sky1 were for HFSS products and this rises to nearly 60% during the 6pm to 9pm slot.”

Research basis: The Advertising Standards Authority’s  position paper on Advertising to Children.

The final policy

• By the end of 2022, establish a 9:00 pm TV watershed for HFSS products [meaning this applies until 9:00 p.m.] as well as restrict paid-for HFSS advertising online.
• The HPSS ad watershed applies to all on-demand programme services (ODPS) under the jurisdiction of the UK.
• The restriction of paid-for HGSS ads onlinealso  applies to non-UK regulated ODPS.
• The policy will be evaluated 5 years post implementation, in 2027.

Critique

From the food industry: Will the UK’s junk food marketing clampdown combat childhood obesity?  The UK Government announced plans to limit the advertising of unhealthy foods last week. The food and advertising industries expressed ‘disappointment’ at ‘draconian’ measures, while health campaigners welcomed the news but voiced concern over possible future loopholes. With so many complex and interlinked issues driving childhood obesity rates, the most important question remains: Will it work?… Read more 

From The Guardian: “UK government’s plans for pre-9 pm ban on junk food TV adverts criticised,”