Fast-food stores and kid meals

Who knows more about how impressionable young minds are than the owners of large food manufacturing corporations and their advertisers. Billions of dollars are spent targeting young children as lifelong customers. Signature toys are a big part of the strategy; these brands spin off into movies and other branded items that are a must-have for these tiny customers.

But why is this a concern? Because most of the items sold by these fast-food restaurants are high-fat, high-sugar, high-sodium options, and no longer are they treats for many children but a staple. As overweight and obesity spiral out of control in this age group, these sources of calories are linked to the epidemic. In 2010, in California, United States, a ban was proposed on toys provided by one of the leading fast-food companies.

The company now reports that it has made improvements in its offering to children by replacing sodas with juice, and chips with apple slices in its meals.

Some health activists are not convinced, and more than 550 health professionals and organisations recently wrote a letter to the company and placed a full-page advertisement in American newspapers asking the company to stop marketing unhealthy meals to children and also to retire their popular mascot.

The food industry and fast-food restaurants are very powerful; they spend billions targeting children, but consumers must remember that they too are powerful. The food industry's messages outnumber other healthy messages via the media. We, however, must demand healthy options and make wise food choices for children who are too impressionable to make healthy food choices.

Rosalee M. Brown is a registered dietitian/nutritionist who operates Integrated Nutrition and Health Services; email: yourhealth@gleanerjm.com