Evidence suggest that Big Buns result in Big Buns

21 June 2012

Whilst it may appear that we consumers have won the battle of the supersized
portions, I can report that we have not. All that has happened is that the
very clever marketing people in the food manufacturing industry changed
their language and span us a number of different lines with the same
meaning. “Bigger Bag” crisps, “Multipack” chocolate bars and “Buy 2 get one
free” on Mars, Twix and Snickers are all just new ways to sell us more
products, new ways to say “Supersize”.

Kate Walker from BeNiceToYou.com said “Supersized portions are again on the
rise and just because the marketing people call it something else, like “The
Kid’s Challenge” (named as such because it weighs as much as a child at 9lb
of food” doesn’t make it okay.” In this evening’s TV programme “The men who
made us fat” (BBC2 at 9:00pm), the presenter takes on the “challenge”, an
emotive word that makes eating the huge meal sound like a victory and the
eater a potential hero. Man Vs Food is another popular TV show depicting the
overconsumption of massive portions of food as some kind of conquering of
Everest event.

As a consequence, we are losing our perspective on what a normal portion
looks like. I can remember when a cheeseburger (300kcal) with small fries
(230kcal) was considered the normal thing to order at MacDonald’s, with the
Big Mac being something of a challenge to be attempted only rarely, and
whilst the nutritional value of Cheeseburger and Fries may be questionable,
it was certainly enough food to stave off hunger till your next meal. Now
the burger of choice seems to be the Big Mac (540kcal) and this has been
supplanted as the challenge in the consciousness by the Angus DeLuxe at
(750kcal). So the marketers are still doing an excellent job of moving the
goalposts and getting us to buy more and more food. In fact, you could be
forgiven for thinking that by choosing the Cheeseburger you are selecting
the “Lighter” option. So next time you fancy the Angus Deluxe with large
fries and a triple thick shake, remember that the 1810kcal it contains is
almost your entire recommended calorie intake for the whole day in just one
meal.