In the past day or so, Burger King Holdings, Inc. (NYSE: BKC) and Starbucks Corp. (NASDAQ: SBUX) have moved in opposite directions in terms of social responsibility and the role that each sees itself playing in the war on juvenile obesity.
Burger King announced that it will "help lead the way in promoting children's nutrition by joining 11 major food and beverage companies that have pledged to focus their advertising to children under 12 on products that promote healthy dietary choices and lifestyles."
The plan is pretty ambitious. In its marketing, it will target children only with products that have no more than 560 calories per meal, less than 30% of calories from fat, less than 10% of calories from saturated fat, no added trans fats, and no more than 10% of calories from added sugars. In addition, the burger giant will stop using third-party licensed characters to market unhealthy foods to children, stop advertising in elementary schools, and promote healthier lifestyles with its advertising. And to make eating healthy food easier, it will develop new items that are low in fat and sugar.
And now on to Starbucks: The company has a long-held policy of not targeting children with its ads. But now, a spokesman for the company says that it is considering adding new drinks and/or drink sizes to appeal to younger customers.
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