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An entry in a baking trade publication occurred to catch my eye this morning:

For the final seven years, Lance’s sandwich crackers have apparently been the “official snack” of the Little League’s youth softball and baseball divisions (who knew?). However this yr, Snyder-Lance is reportedly amping up this promotional sponsorship to assist unfold the phrase in regards to the firm’s new mini sandwich crackers, proven at left.

Based on Bakery and Snacks.com, Snyder-Lance’s new “For the Win” marketing campaign will run all through the summer time, culminating in “onsite activation” on the Little League World Collection going down in mid-August in Williamsport, Pennsylvania. Youngsters and households in attendance can count on to come across a “household fueling station” which is able to embrace “a dug-out impressed lounge with giveaways, cellphone charging stations, merchandise and video games.”

Snyder-Lance “has at all times been dedicated to fueling households on the go,” its director of promoting informed the publication, in addition to being “devoted to fostering connections for households.”

These are pretty sentiments, however right here’s the take care of Lance’s mini sandwich crackers: only one package deal offers children with 140 energy, but the common eight yr previous solely burns off round 150 energy in an hour of crew sports activities. Throw in only one additional package deal, or an accompanying bottle of Gatorade (and as each crew dad or mum will inform you, there’s at all times going to be a bottle of Gatorade), and Little Leaguers will stroll off the sector with a big calorie glut moderately than a deficit. (Certainly, a 2012  examine discovered that children who take part in crew sports activities usually devour extra junk meals than children who don’t, exactly due to crew snacks and sugary sports activities drinks.)

And whereas Lance’s sandwich minis are hardly the worst factor you can provide youngsters (they’re made with entire grain and do provide a modicum of protein, calcium, and iron), they’re nonetheless very a lot an “ultra-processed” meals. And a rising physique of analysis is elevating severe alarm bells about consuming too many ultra-processed meals, discovering clear (if not but fully understood) correlations with an elevated threat of most cancers, coronary heart illness, and “all-cause mortality.”  There’s additionally that fascinating Kevin Corridor examine launched in Might, which discovered that adults ate, on common, 500 energy extra per day when supplied a diet wealthy in ultra-processed meals as in comparison with a diet consisting of entire meals.

Snyder-Lance reviews that its market analysis has discovered that “90% of oldsters say ‘fueling up with the correct meals’ earlier than the sport makes all of the distinction for teenagers’ efficiency.” However is that this actually the “proper meals” for teenagers? Or is that this Little League sponsorship merely the “proper” method for Synder-Lance to get some reassuring “made with entire grain” claims in entrance of gullible mother and father, whereas getting its extremely palatable snacks and model logos in entrance of as many impressionable children as attainable?

None of that is out of the odd, in fact; our children are glutted with ultra-processed meals in just about each side of their day by day lives, whereas mother and father are consistently being manipulated by questionable, if authorized, advertising and marketing claims for those self same merchandise.

So what can any of us do about it?  Nicely, I do have only a few ideas on the topic . . .   😉

 

Observe TLT on Fb, Twitter and Instagram, subscribe to Lunch Tray posts, and obtain my FREE 50-page information, “The way to Get Junk Meals Out of Your Baby’s Classroom.” You can even now pre-order my new ebook Child Meals: The Problem of Feeding Kids in a Extremely Processed World —popping out this fall!

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