Kids prefer McDonald's-wrapped food, study finds

Anything made by McDonald's tastes better, preschoolers said in a study that powerfully demonstrated how advertising could trick the taste buds of young children.

Even carrots, milk and apple juice tasted better to the kids when they were wrapped in the familiar packaging of the Golden Arches.

The study had youngsters sample identical McDonald's foods in name-brand and unmarked wrappers. The unmarked foods always lost the taste test.

"You see a McDonald's label and kids start salivating," said Diane Levin, a childhood development specialist who campaigns against advertising to kids. She had no role in the research.

Study author Dr. Tom Robinson said the kids' perception of taste was "physically altered by the branding." The Stanford University researcher said it was remarkable how children so young were already so influenced by advertising.

The study involved 63 low-income children ages 3 to 5 from Head Start centers in San Mateo County in California. Robinson believes the results would be similar for children from wealthier families.

The research, appearing in August's Archives of Pediatrics & Adolescent Medicine, was funded by Stanford and the Robert Wood Johnson Foundation.

The study probably will stir more debate over the movement to restrict ads aimed at kids. It comes less than a month after 11 major food and drink companies, including McDonald's Corp., announced new curbs on marketing to children younger than 12.

McDonald's says the only Happy Meals it will promote to young children will contain fruit and have fewer calories and less fat.

"This is an important subject and McDonald's has been actively addressing it for quite some time," company spokesman Walt Riker said.

But Dr. Victor Strasburger, an author of an American Academy of Pediatrics policy urging limits on marketing to children, said the study showed that too little was being done.

"Advertisers have tried to do exactly what this study is talking about -- to brand younger and younger children, to instill in them an almost obsessional desire for a particular brand-name product," he said.

Just two of the 63 children studied said they had never eaten at McDonald's, and about one-third ate there at least weekly. The study included three McDonald's menu items -- hamburgers, chicken nuggets and French fries -- and store-bought milk or juice and carrots. Children got two identical samples of each food on a tray, one in McDonald's wrappers or cups and the other in plain, unmarked packaging. The kids were asked whether they tasted the same or whether one was better. (Some children didn't taste all the foods.)

McDonald's-labeled samples were the clear favorites. French fries were the biggest winner; almost 77% said the labeled fries tasted best, whereas only 13% preferred the others.

Fifty-four percent preferred McDonald's-wrapped carrots versus 23% who liked the plain-wrapped sample.

Fewer than one-fourth of the children said both samples of all foods tasted the same.

source:www.latimes.com