Q: You Manufacture and market a range of unhealthy ultra-processed products in the factory. It’s not food in its whole state, unearthed from the soil, raised on pasture, grown in the garden or fished from the sea.
So is it ethical when the cereal varieties of said ultra-processed product, that you heavily promote to children, are *particularly* unhealthy, laden with sugar and/or salt. For example:
- Frosties 41.3% sugar
- Froot Loops 38% sugar
- Coco Pops 36.5% sugar
And given that children’s understanding of advertising is limited
- Up to four years – advertisements seen as entertainment
- Aged six to seven years – believe advertisements provide information
- Aged seven to eight years – cannot distinguish between information and intent to persuade
- Aged ten to twelve years – can understand motives and aims of advertising, but most unable to explain sales techniques
And when unhealthy food marketing influences the types of foods children desire, demand and consume thus:
- Undermining healthy eating messages from parents and schools
- Affecting children’s ability to establish healthy eating patterns
- Likely to contribute to poor health outcomes, if left unchecked, can result in Type 2 diabetes, cardiovascular disease and some cancers
So when Kellogg’s spend over a billion each year, marketing unhealthy ultra-processed cereal with:
- Brand development, design and packaging
- Celebrity endorsements, third party licensed characters, and Kellogg’s own characters
- Online; social; experiential; apps; advergames; print and broadcast media’ licensing for toys, clothes and products; supermarket in-store promotions; and peer to peer
- Toys, games, product placement, sponsorship, giveaways and competitions, content, video, banners
- Public relations
Is it ethical?
- FlavourCrusader, Australia
A: Wow, that is a question and a half Flavour Crusader. All of our advertising across TV, print or online or our marketing promotions are aimed at Mums and Dads – as the main decision maker of what goes on the kitchen table in their households.
Also, we don’t current have any advertising for Froot Loops or Frosties in Australia and our Coco Pops commercials are clearly aimed at Mum as the main grocery buyer.
Cereal is part of a healthy balanced diet and all of our advertising shows it as such – always served with milk or yoghurt and fruit.