Children ‘have taste for McBrand food’

YOUNG children preferred the taste of burgers, fries and other food when these came in McDonald’s wrappers over the same food in plain wrapping, US researchers said, suggesting fast-food marketing reaches the very young.

“Overwhelmingly, kids chose the one they perceived was from McDonald’s,” said Dr Thomas Robinson of Stanford University’s school of medicine.&

The finding comes as food and restaurant companies face pressure to cut back on marketing to children as obesity rates climb.

Dr Robinson and colleagues conducted a taste test with 63 children aged three to five. They were offered five pairs of foods, including baby carrots, wrapped in either McDonald’s packaging or unbranded packages.

Children preferred food in the McDonald’s wrapper in about 60% of tastings.

Dr Robinson said the study supports efforts to ban or regulate advertising or marketing of high-calorie, low-nutrient food and beverages directed at young children.