The Great Biscuit Lobby of India

The “midday meal” programme, which provides hot cooked meals prepared by local women to some 120 million children, with a substantial impact on both nutrition and school attendance, had been eyed for many years by food manufacturers, especially the biscuits industry.

A few years ago, a “Biscuit Manufacturers’ Association” (BMA) launched a massive campaign for the replacement of cooked school meals with branded biscuit packets. The BMA wrote to all members of Parliament, asking them to plead the case for biscuits with the minister concerned and assisting them in this task with a neat pseudo-scientific precis of the wonders of manufactured biscuits. Dozens of MPs, across most of the political parties, promptly obliged by writing to the minister and rehashing the BMA’s bogus claims. According to one senior official, the ministry was “flooded” with such letters, 29 of which were obtained later under the Right to Information Act. Fortunately, the proposal was firmly shot down by the ministry after being referred to state governments and nutrition experts, and public vigilance exposed what was going on. The minister, in fact, wrote to a chief minister who sympathised with the biscuit lobby: “We are, indeed, dismayed at the growing requests for introduction of pre-cooked foods, emanating largely from suppliers/marketers of packaged foods, and aimed essentially at penetrating and deepening the market for such foods”

The bigger battle is still on. The BMA itself did not give up after being rebuked by the Union minister for human resource development. It proceeded to write to the Union minister for women and child development, with a similar proposal for supplying biscuits to children below the age of six years under the Integrated Child Development Services (ICDS). Other food manufacturers are also on the job, and despite much vigilance and resistance from activist quarters (and the Supreme Court), they seem to have made significant inroads into child feeding programmes in several states.

Marketing to Kids-free chocolates to paediatricians?

Marketers are devoting ever more effort to wooing children. The little monsters have a remarkable ability to nag their parents (whom marketers call “wallet-carriers”) into buying what they want. Better still, habits learned in childhood can last a lifetime. So companies bombard children with advertisements from the day they are born. The average American three-year-old can recognise 100 brands. Many can also recite annoying jingles more readily than their times tables. Given a choice between carrots and “McDonald’s carrots”, children hungrily choose the latter. From a company’s point of view, the earlier you hook your customers, the better. Experiments on rats suggest that a taste for junk food can be acquired in the womb.

The most effective marketing tools are often subtle. Kopiko, a confectioner from the Philippines, distributes free chocolates to paediatricians. Apple offers baby-friendly apps such as “Toddler Teasers” and “Baby Fun!”. Gatorade, a drinks-maker, tweets good-luck messages to star athletes. A company called Girls Intelligence Agency employs 40,000 American girls to act as “guerrilla marketers”. It gives them free products and everything they need to organise a slumber party with their friends to try them out. Then it sits back and waits for the buzz to build.

Source: Hidden Persuaders II
See also Martin Lindstrom