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

Consumers are cooking for social media - and how brands can capitalise

We hear a lot in the food industry about two interconnected trends: and social media and “foodie” culture....

BLOG

Nestle announces changes to senior team with new CEO on horizon

Nestle, set to welcome a new CEO on 1 January, has announced more changes to the make-up of its senior management team....

BLOG

Blue Bell Creameries involved in another safety scare

Blue Bell Creameries is trying to win back the trust of consumers after a fatal listeriosis outbreak last year was linked to its products - but in recent days the US ice cream maker has issued another...

BLOG

Hain Celestial's Orchard House deal waved through

The UK's competition regulator has given the all-clear to Hain Celestial's bid to buy UK food and beverage group Orchard House Foods, nine months after the US group announced the deal....

just-food homepage



Forgot your password?