And the Winner is....
In the last blog I wrote about the expected backlash from the food industry in response to the many recent news stories about how unhealthy cereals are for us, how they provide us with very little nutrients and are essentially just bowls of highly processed grains and sugar, both of which make us fat.
As an example of this backlash, I highlighted the “survey” conducted by Warburtons, the bread making company, which found, surprise surprise, that we should not cut out bread or starchy carbohydrates from our diets. This is like the oil industry advising us on which fuel we should be using or drug dealers advising school kids on how to spend their lunch money. It was also a perfect, if somewhat lazy, example of how most of the “studies” and “surveys” are pure marketing dressed up as science. Take a look at how many adverts there are on TV that involve some actor dressed up in a white coat and glasses whilst some scientific, often made up, words flash across the screen. Science sells.
Which brings me nicely to the second example of the current backlash, my favorite one so far. I love this one because it shows just how desperate these companies are getting and how ridiculous it is to have these food companies involved in government policy on nutritional health and reducing obesity. The advert in question is the new “Compare your breakfast” ad. The premise is this, the food companies have set up a website where you can go and type in various breakfasts and get nutritional information in order to compare them, see which is better for you. Sounds like a good idea? Well it would be if they compared the cereals with anything REAL! And It would be if the nutritional advice they give had anything to do with health. For example, on the advert they compare a bowl of Cheerios with...wait for it... a croissant! But surely they compare the Cheerios to, ooh lets say a boiled egg or mackerel fillet or perhaps an omelette or even an organic sourced cooked breakfast, or something thats actually a real food? Nope. They compare one grain based, highly processed, does not exist in nature type breakfast with another grain based, highly processed option. And here is the hilarious part, this is why it’s my favorite, they compare the two, the bowl of Cheerios and the croissant, showing the stats for salt, fat, sat fat and sugar content and all of these figures are quite close between the two “foods”, except sugar, which the Cheerios has almost four times as much ! Now, bare in mind that sugar drives insulin and insulin drives fat, so if we want to avoid getting fat we need to cut out sugar and anything that causes insulin to spike and store fat. So what this advert does is to attempt to show that cereal is a better healthy option than other breakfast choices, by comparing it to possibly the worst other option they could think of...and then highlighted the fact that their “healthier” cereal is actually far worse for you than the worst thing they could think of to compare it to! That’s just brilliant. They compared themselves to a turd and the turd won!
However, it also shows just how little they believe the general public understand about nutrition because they feel they can afford to put that stat right up there front and centre, “our cereal has four times more sugar in it than the next worst option” (and that’s without adding the sugar loaded semi skimmed or skimmed milk that goes with the cereal) and the public will be none the wiser to the implications of this statistic. As long as the general public continue to think that fat and salt are the problem, the obesity epidemic, and the profits of the food industry, will continue to flourish.
On a positive note though, i do think that times are changing. People are, slowly but surely, beginning to learn what’s true and what’s marketing bullshit, they are starting to identify what constitutes real food and what is actually processed crap. Twice last month BBC’s Horizon almost stumbled onto the solution of the obesity and diabetes epidemics, before completely missing the point and falling flat on their narrow minded western faces. Oh yes my friends, the times they are a changing. In the next ten years the realisation that the advice issued in the 1980’s by the AMA and AHA was totally wrong will be prevalent and those who continue to blindly prop up this current non sensical calorie in-calorie out paradigm will either have all died of obesity or diabetes or been sued out of existence for causing 30 years of poor health around the Western world.

