Kids Are Loving It !

A recent study done by Archives of Pediatrics & Adolescent Medicine in August highlighted the effect of fast food branding to Children's taste preferences. This is a surprising yet sad finding. The study took sixty three 3 - 5 years old children from low income family to test the effect of fast food branding. This study was timed well since it was held in wake of the obesity epidemic which is growing to an alarming rate.


The researchers asked the children to taste five different foods such as hamburger, carrots, milk (from grocery), chicken nuggets and french fries (from McD). Each food was divided into two parts and packaged with different wrappers. One with the brightly colored familiar golden arch wrapper and the others were covered in wrapper without the McDonalds logo.

Although obviously both foods in different wrappers were the same foods, most children said the foods wrapped in McDonalds wrapper tasted better. 77% said that the fries in McDonalds wrapper tasted better than the same fries wrapped in plain wrapper. While 54% children prefer carrot in McDonalds wrapper rather than the one in plain wrapper.

The study concluded that according to children, foods and drinks tasted better if they were from McDonalds. And the effects are greater to children who have television at home and children who were a regular customer in McDonalds.

The job of parents is becoming more tedious. In addition to battling the children from seeing inappropriate television programs, they have to stop children from being exposed excessively to fast food ads. And this can be a losing battle since we have no control over the advertisements displayed in the television. Perhaps the younger generation will be more addicted to fast food in the next 20 years or so. Is McDonalds the guilty party? What do you think?

The study is available in the Archives of Pediatrics & Adolescent Medicine.

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12 comments:

  1. Janet said...

    Or you could just serve the carrots to your kids wrapped in fast food packaging and just be happy that their eating it.

  2. May said...

    This is knod of like what that guy in McDonald's Movie wante to prove. But whenever you bring children and/or women into the picture it really changes the whole basis of the arguement.
    Open Book Club

  3. Pete said...

    That's crazy! McDonalds would Never sell Carrots! :)

  4. Cherry said...

    Or we can disguise our carrots as fries. Slice it up like french fries. Just hope that they won't notice that their fries are orange instead of golden.

  5. Shane said...

    Not really surprising, this is how McDonalds are so successfull. They know how to get the best from packaging. Pity health groups couldn't do the same!

  6. Brice said...

    McDonalds doesn't force parents to take their kids to their restaurant.
    McDonalds are driven by consumer demand so I blame the parents if their is any blame to be had at all.

  7. Ellen said...

    I think it's nobody's fault. It's just the way it is right now.

  8. stubsy said...

    I think food and drink tastes better from McDonald's,

    "That's crazy! McDonalds would Never sell Carrots!"

    They do in England and apples too

  9. Leigh said...

    McDonalds are just whipping boys. Take a look in any mall or shop and look at all the unhealthy ingredients in the majority of food on sale. No one ever complains about them as much as they do McDonalds.

  10. Scott said...

    oohh that's a tough one, Cherry. I think we need to take the blame ourselves rather than pass it on to the fast food joints (or whoever/whatever be the issue at hand). Bottom line, it starts at home!

    -Just my two cents

  11. Cherry said...

    McDonalds exists to sell its products so I think they did their job well by branding themselves. Many Kids here love Happy Meals and the toys more than they love other brands.

  12. Sean said...

    I've read about this research as well, I think it is kinda sick culture. our kids need to re-educate about branding...



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