Happy Meal Feud Heats Up
Copyright: Los Angeles Times
It's enough to make a burger executive, and maybe some children, very unhappy.
Health advocates are involved in another season of rallying against the marketing of certain foods to kids. One California county this spring banned toys in most fast-food meals, while demonstrators in May called on Ronald McDonald to retire. In June, the Center for Science in the Public Interest threatened to sue McDonald's if it didn't stop using toys "to lure small children" to Happy Meals.On Wednesday, McDonald's responded, not with measured words but with a defiant defense of its kids meals, signaling another ramping up of the debate about whether it is appropriate to use advertising and the promise of a toy to entice children into wanting burgers, fries and the like.Chief Executive Jim Skinner called the Happy Meal a "fun treat" and vowed to "vigorously defend our brand, our reputation, our food and our people."
His statement was contained in a letter sent to the center, responding to what he called its "misinformation" and a "twisted characterization" of McDonald's as the "stranger in the playground handing out candy to children." He even asked for an apology.
The letter, however, also said that the company is open to "constructive feedback."
The debate over marketing fast food, breakfast cereals and other kids' favorites has boiled and simmered for years, tied most closely to concerns about the rising rate of obesity among children.
Copyright: Los Angeles Times
It's enough to make a burger executive, and maybe some children, very unhappy.
Health advocates are involved in another season of rallying against the marketing of certain foods to kids. One California county this spring banned toys in most fast-food meals, while demonstrators in May called on Ronald McDonald to retire. In June, the Center for Science in the Public Interest threatened to sue McDonald's if it didn't stop using toys "to lure small children" to Happy Meals.On Wednesday, McDonald's responded, not with measured words but with a defiant defense of its kids meals, signaling another ramping up of the debate about whether it is appropriate to use advertising and the promise of a toy to entice children into wanting burgers, fries and the like.Chief Executive Jim Skinner called the Happy Meal a "fun treat" and vowed to "vigorously defend our brand, our reputation, our food and our people."
His statement was contained in a letter sent to the center, responding to what he called its "misinformation" and a "twisted characterization" of McDonald's as the "stranger in the playground handing out candy to children." He even asked for an apology.
The letter, however, also said that the company is open to "constructive feedback."
The debate over marketing fast food, breakfast cereals and other kids' favorites has boiled and simmered for years, tied most closely to concerns about the rising rate of obesity among children.
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