Kids Cant Identify Apples in Fast Food MealsHeather Callaghan A new study in JAMA Pediatrics is pointing fingers at fast food companies for not making wellness attempts better known to children. Lead study author, James Sargent, MD said: So are children really not able to identify apples and milk anymore, or is it completely understandable? A video below depicts the childrens responses to a Burger King ad. But, just like this satire, do the researchers understand that Burger King purposely marketed their apple fries that way? Duh. They received a D from Food Facts for the ingredients in the caramel dipping sauce that comes with the apples. High fructose corn syrup so natural and healthy for kids! On the other hand, celebrity chef Jamie Oliver tried to show how many children cannot identify basic vegetables. Heavy handedness and TV editing aside, this clip also speaks for paltry education and little exposure by reading. Yet, public schools constantly have health campaigns that stress eating well. Theres a disconnect somewhere. Whats the real problem? The researchers above aptly pointed out brand marketing techniques like toys in kids meals. In the end, they appear to want the meals themselves and the ads restricted. Will that help? The problem is state-corporate pressure to accept and carry the torch for behavior modification. Especially on children who do not get a choice. Its an incredibly burdensome expectation. Plus, its clearly a conflicting tug-of-war. The bottom line for fast food companies and their marketing techniques is simply their bottom line. They are attempting to dodge health policy changes and reharvest their failing millennial market with wellness foods. Millennials are the ones having kids now and are leaving fast food places in droves. Taco Bell forgot about children a long time ago. However, they drastically felt the loss of millennials, which is exactly why they rolled out a breakfast menu on March 27th. They are also trending as the cool friend to millennials by humorously interacting with them on social media. I didnt need articles to alert me to that Im the target market! Im not denying the predatory nature of fast food companies economically barren food deserts are a mecca for them and they jam their foods with refined and addictive ingredients (MSG much?). A child doesnt have much food choice, so naturally theyre going to crave fast food its designed that way. And its a natural response from a child not a morally wrong or abnormal response that science needs to probe heavily. Also, who are all of themto determine whats healthy? Is that why people get fast food? Is pasteurized milk and pesticide apples sprayed with preservatives a better alternative? It all boils down to behavior modification under the banner of public health. Specifically, adult behavior modification. Just like with fast food companies and entertainment morals, its always a choice this or that. Why? Why when real attempts to change things and allow people to eat better are undermined and called kooky and unscientific. I doubt its really about helping obesity rates and public healthcare costs after 50 years and no end of research, health issues continue to increase. And why place the burden of critical choice on young children? Obviously, with all the public health exposure, something is not reaching them. Oh yeah, they dont have a choice. Ive just sampled from five different tentacles trying to get in on your childs personal food life. A child who cannot get into a car and drive to get food (hopefully), who isnt doing the shopping (hopefully) and who cannot read or write. Why do the government, fast food corporations, entertainment industry, school systems or even science have anything to do with your childs food plate? The actual intents behind the new healthy policy push are a whole other story. Here are some parents who decided what to serve and how to present it: Recent posts byHeather Callaghan: 