In an effort to make a dent in the childhood obesity crisis, City Council member of New York, Leroy Comrie, Jr. wants the city to ban the inclusion of toys in kids' meals at fast food restaurants, if the meals do not meet certain nutritional standards. Specifically, Comrie calls for the meals to be less than 500 calories, 600 mg sodium, and less than 35% of the calories coming from fat. In addition, the meal would have to include one serving of fruit or vegetable, OR one serving of whole grains.
Sounds like a great idea. Marketing research has shown that special packaging and incentives like toys drive consumers to make purchases. And moms know, Happy Meal toys make great bargaining chips.
Mr. Comrie's bill is to be presented today. But is all the beurocratic hoopla really worth it? Will this bill really make a difference in the feeding behavior and choices of American parents?
Some research has shown that displaying nutrition facts on restaurant menus causes consumers to make healthier choices. However, this seems to occur less often in the fast food chains, than in sit-down restaurants. Fast food goers typically go into the restaurant knowing which menu items they will purchase before they even enter the store.
Interesting research from the
Journal of Consumer Research revealed that when restaurants provided diners with healthy food options, consumers were more likely to choose the least healthy options. The researchers stated, "...the addition of healthy alternatives to food choice sets can, ironically, increase the consumption of very indulgent food items."
These researchers found that the mere presence of a healthy item on the menu vicariously fulfilled their healthy eating goals, giving them permission to indulge. The effect was most pronounced on those participants found to have the most "self-control".
Research aside, we are talking about young children here. And ultimately, the parents are the ones making the decisions. Moms are not going to McDonald's for the nutrition. Happy Meals are used for convenience, rewards, and bribery- and the toy is the ultimate goal.
Under Comrie's plan, a Happy Meal at McDonald's that includes Chicken McNuggets, apple slices with caramel dipping sauce, and apple juice meets the standards set for in his proposal, while a cheeseburger, french fries and chocolate milk top the charts at 700 calories, and over 1,000 mg of sodium. With Comrie's bill, parents have a little help nudging their children towards the healthier options.
Here is a question to consider. How will children's choices affect those of their parents? Ultimately, we all have to make the decisions for ourselves, and as parents, help our children to make wise food decisions. Fast food, donut shops, and other temptaions will always exist. It is our responsibility to teach our children the pleasures of eating for good health, and expose them to the good food that will nourish their bodies and their souls.
My final opinion on the subject? If you find yourself pulling into the drive of one of these restaurants, make the
best choice and drive away!
