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Posts Tagged ‘lunchables’

Super-Sized Lunchables Solicits Teens to Upload Risky User-Generated Content

Thursday, July 18th, 2013

by Cara Wilking, J.D.

Seeking to capitalize on the public’s insatiable appetite for Youtube stunt videos, Kraft Foods has teamed up with Rob Dyrdek, the host of MTV’s Ridiculousness, to market its recently released Lunchables Uploaded line of lunch kits. Marketed to parents as a way to “Give them more of what they love,” Lunchables Uploaded kits contain larger portion sizes. In keeping with the product name, Kraft is urging teens to upload videos to be featured on the Lunchables Uploaded website. Kraft produced a series of challenge videos that are emblematic of the types of videos the company is interested in receiving as well as a series of stunt videos featuring Mr. Dyrdek and Lunchables Uploaded products.

In the “Terms and Conditions” for its solicitation of user-generated content, Kraft states that entrants must be at least 13 years old to participate and that no prizes will be awarded (other than having a video featured on the website). Eligible participants are told “[w]e [Kraft] made these guidelines so that everyone can have a good time. We don’t want you to break the guidelines. We also don’t want you to hurt yourself while making an Upload. If you do break the guidelines or hurt yourself, it’s your responsibility….” A look at the Kraft-produced challenges and the content it’s featuring on its Lunchables Uploaded website reveals that the company is not committed to following its own terms and conditions with regard to safety.

In the “Paper Airplane” challenge, Mr. Dyrdek is first shown throwing a traditional paper airplane inside. He then tells viewers, “You could do it like that. Or, you could upload your plane game.” He is then shown throwing a giant paper airplane off of the top of a building. The video begins by warning viewers not to take unnecessary risks and has over 90,000 views on Youtube.

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Despite its warning not to engage in unnecessary risks, Kraft is featuring a user-generated video of a man standing on a pitched roof holding large paper airplanes on its Lunchables Uploaded website.

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Mr. Dyrdek is also featured in a Lunchables Uploaded skateboard challenge. In the beginning of the video he is shown skateboarding without any safety gear–no helmet, wrist or knee pads. He is then shown riding a giant skateboard high off of the ground with no helmet on.

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The giant skateboard is comical and Mr. Dyrdek is a professional who was assisted by a production team. Kraft, however,is featuring several videos and still photos of young people skateboarding wearing no safety equipment on its youth-targeted Lunchables Uploaded website.

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This is in stark contrast to the depiction of a helmeted child on Krafts adult-targeted webpage for Lunchables Uploaded.

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While the terms and conditions on the Lunchables Uploaded website use refreshingly direct language for a legal disclaimer, “[w]e [Kraft] don’t want you to hurt yourself while making an Upload,” the challenge videos and the content they are featuring on the website encourage and reward risky behavior. When teens upload a video or photo, Kraft receives the right to use the content for marketing purposes. When Kraft features the content on its website it then becomes responsible for the content and laws relevant to marketing, including consumer protection laws, must be complied with. The Federal Trade Commission has a history of taking enforcement action when advertisements depict children engaging in risky behavior. In light of the Kraft Uploaded campaign, it might be wise to consider expanding protections for older kids.

 

 



Nestlé’s nutritional advice recommends avoiding Kraft Lunchables, but Nestlé puts its candy in Lunchables anyway

Thursday, September 6th, 2012

This week, as millions of American children return to classrooms and lunchrooms, moms and dads are trying to sort out which pre-made food products are conducive to learning and a healthy diet and which are flashy, sophisticated packages of junk food.

Nestlé, which deems itself “the world’s leading nutrition, health and wellness company” has teamed up with Kraft Foods to sell three of its candy brands (Nestlé, Crunch, Nerds, and Kit Kat) in Kraft’s Lunchables. Nestle candy is included in “Lunchables with Juice” varieties containing “Light Bologna and American Cracker Stacker,” “Pizza with Pepperoni made with Pork, Chicken and Beef,” and “Nachos, Cheese Dip and Salsa.” A picture of  Nestlé candy is featured prominently on Lunchables product packaging:

Lunchables with Nestle Crunch Bar

 

The inclusion of Nestlé candy in these products is perplexing because Nestlé maintains a health and nutrition-focused website for parents called NestleFamily.com where it proffers tips for packing healthy school lunches by Dr. Christine Wood.  A look at four of Nestlé’s healthy lunch tips reveals that Kraft Lunchables products with Nestlé candy fall short.

The first tip: “Pack 100% juice boxes.”

Tip two: “Try to limit the frequency of using processed luncheon meats because of the nitrates in them. (Nitrates are preservatives found in many cooked and cured meats and should be given sparingly to young children.)”

Tip three: “Your kids will be more interested in healthy eating if they get involved in the preparation.”

Tip four: Use fresh fruits and vegetables.

NestleFamily.com says “Packing a healthy lunch for your kids can be a challenge!” It sure can. Especially when food manufacturers talk healthy foods and walk junk.




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