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The term ‘junk food’ is misleading and out of date claims a new report by the Food Research Group at Leeds Metropolitan University.
The report, commissioned by high street restaurant BURGER KING® , sets out to question consumers’ understanding of the term ‘junk food’ through an independent audit comparing its burgers to ready meals, take away sandwiches, premium sandwich outlets and even Michelin starred restaurants.
With no agreed definition of the ‘junk food’ label in almost 35 years*, the report found that commonly held views of the term encompass more everyday foods than consumers currently believe** and frequently ignore quality standards such as provenance, additives, artificial ingredients and food processing practices.
David Kisilevsky, Vice President EMEA Marketing for BURGER KING® comments: “We passionately believe in the quality of our burgers. This research shows that they are equal to, if not better, than other foods that people eat more regularly or more frequently - and yet perceive to be healthier. When you bring in wider factors that influence the quality of a food product, such as sourcing, processing and purity, our burgers were found to be not just equal, but often superior.”
“However, we also commissioned the report to learn how we could improve our products and how we can convince our customers about the need to look for quality as well as just nutritional factors in order to make an informed choice. As a result of this report, we are in the process of developing a new pan-European ‘Have it Your Way® – Food You Can Trust’ programme, which will be launched later this year and make far-reaching commitments in product nutrition and customer communication over an 18-month time frame. Next month, we will be the first UK quick service restaurant chain to offer children Angus Mini Burgers made from 100% flame grilled certified Aberdeen Angus beef alongside new Char-grilled Chicken Strips made from whole chicken breast fillet. “
Dr. Tony Parsons from the Food Research Group comments: “Despite almost 4,000*** references to ‘junk’ food in the media last year, there is no universally agreed definition of the term. In our common vernacular, ‘junk’ has come to mean fast food outlets without consideration of our wider food industry’s standards or nutritional values. This really highlights the need for more meaningful communication so consumers can make an informed choice about the food they choose to eat.”
For more information, images or an interview please contact:
Burger King Press Office
Tel. No 0207 684 6969
Email. burgerking@cowpr.com
Notes to Editors
Please reference the accompanying report executive summary.
* The term was first coined by Michael Jacobson, director of the Centre for Science in the Public Interest, back in 1972
** The report showed that 80% of people thought burgers were ‘junk food’
*** Factiva news search December 2007
About Burger King Corp.
The BURGER KING® system operates more than 11,300 restaurants in all 50 states and in 69 countries and U.S. territories worldwide. Approximately 90 percent of BURGER KING® restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. To learn more about Burger King Corp. please visit the company’s web site at www.burgerking.co.uk.
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