Well done to the Children’s Food Campaign for spotting Nestle using the change4life logo as part of a promotion to get people to eat more confectionery and sugary cereal. Is there no limit to the depth to which processed food companies will stoop?
Nestle have started a campaign whereby people collect tokens from their processed foods and can then trade these in for activities. Let’s make it look as if we are trying to help get people active eh? Processed food companies love to tell us we are fine eating processed food (they always add as part of a balanced, healthy diet which is a joke) so long as we are active and ‘burn it off’.
So let us look at an example of what this promotion could do for a 10 stone person’s health. Let us say that our average person (Sam) wants to have a horse riding lesson. I don’t know if 90 points earns 30 mins or a 60 min lesson – let’s be generous and say 60 mins. Sam would use up 165 calories in an hour’s horse riding (assuming the horse was walking all the time).
We also need to realise that calorie burn calculators include the basal metabolic needs as part of the calculation. Hence we have to factor in what Sam may have been doing otherwise and then the horse riding only helps with the calories on top of this. If Sam would have been watching TV, s/he would have burned 64 calories, so the hour’s horse riding lesson only uses up an ‘extra’ 100 calories.
To earn this exercise extravaganza Sam needs to collect 90 points. A 233 calorie Kit Kat is 5 points. a 375g box of Golden Nuggets cereal is 15 points. The latter is a whopping 1,412 calories. Hence Sam needs to consume (or give to some other unlucky person) 18 Kit Kats or 6 boxes of Golden Nuggets to earn the horse riding lesson. The 18 Kit Kats deliver 4,194 calories and the cereal delivers 8,475.
What a brilliant idea Nestle to contribute to The Obesity Epidemic even further. I’d like to ask the Nestle people behind this campaign to increase their profits at the expense of the health of their fellow humans – how do you sleep at night?