If they really ARE addictive, what should our clients do about it?

By Jennifer Marley

After preparing multiple presentations over the years on food trends, I was intrigued when a friend of mine mentioned the rise (no pun intended) in France of a white “Wonder Bread” type product called Harry’s Bread.  Sure enough, the bread, owned by Italy’s Barilla s.p.a definitely does not resemble what I would expect from a good french bread.   All the trends point to increasing whole grains and reducing refined sugar and gluten.  The French people are known for both their healthier eating and their more slender profiles vs their North American counterparts.  The hypothesis then is that perhaps it is not our fault.  Societies just can’t seem to resist the high fat, high sugar foods when they come to the market.

An article in today’s Globe and Mail supports exactly this point.  The article references that eating might be truly addictive.  The brain activity of a junk food addict shows the same area of the brain lighting up as a cocaine addict when  in proximity of cocaine.

So for all of us trying to lose that last 5 pounds…maybe it will be harder than it should be.

For our clients who are trying to market their products responsibly, this may be the beginning of a whole new era in Food Marketing for products that have a little too much of the bad stuff (sugar, fat, sodium).  Think back to the tobacco and cigarette industries in the ‘50’s.  For me the implication is that we MUST show leadership in developing and marketing products that really ARE better for Canadians.  We can lead, or we can be pushed.

Here’s to better eating.


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