Blog: Krispy Kreme comes in for grade A criticism

Catherine Sleep | 27 August 2004

US doughnut maker Krispy Kreme has come in for sharp criticism after it launched a promotion offering schoolchildren a doughnut for every A grade on their report cards. Tough call – on the one hand it’s understandable that any company wants to sell more of its product, indeed that’s its raison d’être.

But I’m uneasy with the whole concept of rewarding good grades or even good behaviour with foods of, let us say, marginal nutritional benefit. When we start rewarding good behaviour by offering particularly exotic fruit, for example, we may start changing ideas about what constitutes a ‘treat food’ and what does not. It’s too late for most of us but not too late for our kids.

It also reminds me of Cadbury's Get Active! campaign which was slammed for inciting kids to collect chocolate wrappers to swap for sports equipment. Let's just say we're told they have no plans to repeat that particular campaign.

Wrong campaign for the right reasons?


BLOG

We wish you a merry Christmas

Today (23 December) is just-food's last day before closing for Christmas. We'll return, raring to go on Tuesday 3 January - but of course there's been plenty of top-notch content that has gone live in...

BLOG

UK food associations come together on Brexit

The plethora of food manufacturing associations in the UK has been argued by some to be an impediment to the industry coming to a coherent position on the aftermath of Brexit and on what the sector sh...

just-food homepage



Forgot your password?