Fast foods are standardized foods, they often contain high amounts of sugars, fats and salt. And, they may become habit forming. It is a common theory that (young) childhood is key in establishing good food habits 1. Cues and patterns are taken and established around this time about likes and dislikes, and about how much to eat, i.e. portion sizes.
With this in mind, it is no co-incidence that fast food outlets offer incentives to children in the form of happy meals or promotional toys. What they’re doing is implementing a long-term marketing strategy 2. To the marketers, children represent billions of pounds both now and in the future - brand loyalty is often a lifetime belief, and many people are loyal to their favourite fast food chain 3. Indeed, brand loyalty has shown to be established in children as young as two and three years old 4.
The consequences of bad eating habits established in childhood may result in obesity, high blood pressure, diabetes and many other diseases later in life. In the case of diabetes, unfortunately, not too later. Type II diabetes, previously a disease of old age, is now seen in many obese children. Bear this in mind next time you’re planning a ‘treat’ for your child.
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1 Birch, 1998, Children, parents and food. British Food Journal
2 Story, 2004, Int. Journal of Behavioural Nutrition & Physical Activity
3 Kraak, 1998, Family Eco. & Nutrition Review
4 Nestle, 2002, Food Politics