How Food Giants Exploit Consumers: The Dangers of Ultra-Processed Foods
How Food Giants Exploit Consumers: The Dangers of Ultra-Processed Foods
Sunita Devi, a young mother navigating the teeming Govindpuri slum in Delhi, searches a local shop for a familiar snack for her son. The usual biscuits are nowhere to be found. Instead, her gaze falls upon a sleek red bottle – it's Sting, an energy drink manufactured by PepsiCo India. She can't decipher the English label, but her son, Ajit, insists it must be good for him. The bottle promises to "stimulate the mind" and "energize the body." Shopkeeper Vasu Gupta notices her interest. He sees sales of these drinks soar, especially among families adjusting to city life after migrating from rural areas.
Sadly, the appealing message on the bottle masks a troubling reality. A single 250ml serving hides a staggering 17g of sugar – a full third of the daily allowance recommended by the World Health Organization. Disturbingly, there's no warning label about this alarming sugar content. Worse, the fine print explicitly states that the drink is unsuitable for children.
Misleading Promises and Exploited Aspirations
This kind of deceptive marketing sparks outrage among food activists in India and throughout the developing world. They condemn food corporations for flooding the market with ultra-processed products laden with sugar and salt, all under the false banner of improved health, strength, energy, and even happiness.
The consequences of this trend are devastating. Non-communicable diseases (NCDs) like diabetes and hypertension surge, affecting even rural areas once thought safe from such "Western" lifestyle ailments. Tragically, malnourished children are swept up in this unfolding health crisis.
WHO Takes Action: New Guidelines
The disturbing link between unhealthy diets dominated by ultra-processed foods and beverages prompted the World Health Organization's release of new guidelines this month. Recognizing the harm to health and nutrition, the WHO urges governments to implement stricter controls over the marketing of foods packed with fat, sugar, and salt – especially those targeting children.
Arun Gupta, leading the Indian think tank Nutrition Advocacy in Public Interest, sees a looming NCD catastrophe fueled by the relentless and deceptive promotion of processed foods.
"They exploit our hopes and dreams," he explains. "Everyone wants their child to grow strong and healthy. Food corporations cynically prey on those natural aspirations."
The Ultra-Processed Foods Trap
Gupta routinely encounters so-called 'healthy' foods aimed at children yet revealing a darker reality upon closer inspection. Gritzo's Supermilk, a whey protein product, aggressively targets youngsters as young as four. Advertisements suggest it helps children become athletes, while a supposedly "smart mom" insists that traditional foods simply aren't good enough for the modern generation, heavily implying that Supermilk is the superior answer.
Yet, Gupta's scrutiny of the ingredients uncovers a shocking truth: it's over 50% sugar by weight, even before adding milk. The brand even encourages adding more sugar to taste! Furthermore, he warns that the high protein content could be harmful. A child might already get enough protein from a balanced, home-cooked diet. Too much protein risks dehydration and strain on the kidneys, plus digestive troubles for those unable to process such high amounts.
Celebrity Endorsements and Exploited Trust
Ashish Verma, another Govindpuri shopkeeper, confirms that PediaSure, a protein shake promising growth, boosted immunity, and better brain development, is also incredibly popular with local parents.
"Parents are desperate to find snacks and drinks that will keep their kids healthy and strong. A few years ago, a famous brand called Horlicks ran an ad campaign claiming it could help children pass exams. We sold out our entire stock in two days," Verma recalls.
PediaSure's manufacturer, Abbott, faces a class-action lawsuit in the US over its claims of boosting children's height. Yet, for some consumers, the mere suggestion that these products might deliver on their "clinically proven" promises is enough to drive continued purchases.
Gupta notes that celebrities are frequently enlisted to portray ultra-processed foods as viable substitutes for traditional home-cooked meals. In December, he even lodged a formal complaint against renowned Bollywood actor Amitabh Bachchan for endorsing a biscuit brand as an equal to "homemade" bread, catering to the needs of busy parents.
Image Credit - SciTech Daily
A Global Pandemic of Misinformation
Gupta's primary focus is combating false marketing aimed at children, particularly concerning the promotion of baby formula as a breastmilk alternative. He established the Breastfeeding Promotion Network of India back in 1991 but finds it challenging to keep pace with the ever-evolving marketing tactics of these corporations.
"The market has become ruthless... the industry uses every trick in the book," Gupta explains. He points out that India has laws restricting the marketing of baby foods to children under two, yet these companies continually find ways to circumvent the rules.
"They sink vast sums into marketing, finding ways to reach healthcare workers. Reports detail tactics like cash payments offered in exchange for promotion and even the provision of free services as a bribe. Sadly, the government isn't taking the necessary steps to curb this," Gupta laments.
Exploiting Crises for Profit
The NCD Alliance, a global network dedicated to preventing and managing non-communicable diseases, accuses corporations of shamelessly exploiting the COVID-19 pandemic to increase brand recognition. During lockdowns, companies donated their products to vulnerable populations under a guise of charity.
Research published in a May 2023 WHO journal reveals that baby foods are a particular cause for alarm. While global regulations exist to prevent the marketing of breastmilk substitutes to infants under six months, the report shows that "growing-up" formulas are frequently promoted to slightly older children.
This trend has doubled the amount of sugar purchased through baby and infant foods in developing countries over the past twelve years. From slightly over 400 billion grams in 2010, this figure ballooned to around 800 billion grams by 2021.
Dangerous Dietary Shifts
Nutritionist Barry Popkin, a co-author of the WHO study, asserts that food corporations have perniciously "sweetened the world" by normalizing snacking in regions where it was once rare. They push products packed with sugar and salt, often aimed at very young children.
He warns that these highly processed snacks might become a primary calorie source, lacking nutritional value while fueling addictive cravings for sweet and salty flavors. Popkin connects this with rising susceptibility to non-communicable diseases. The WHO's new marketing guidelines underscore that poor diets claimed an estimated eight million lives linked to NCDs in 2019 alone.
"Undernutrition in infancy has lifelong consequences. It affects body composition, leading to increased fat deposits around vital organs like the heart and liver – the most dangerous kind of fat," Popkin explains. This fat build-up is directly connected to insulin resistance, a primary cause of type 2 diabetes.
"India, Nepal, African countries... we see these products increasingly marketed for infants and toddlers. This primes them for a lifetime of obesity and a heightened desire for sugary foods," Popkin warns.
Snack Attacks and Relentless Marketing
Popkin describes the widespread, relentless promotion of snacking as a relatively recent phenomenon. Throughout the 20th century, multinational food giants successfully imposed this habit on high-income countries, reaching a point of market saturation.
With these traditional markets tapped out, these corporations set their sights on the rest of the world. "It was all through targeted marketing – promotion, availability, attractive pricing, giving away products at schools or sporting events. That's how they grew the sugary beverage market, and that's how they built a global demand for unhealthy snacks," Popkin states. "During the pandemic, in every country I worked with, these corporations were pushing junk food and sweetened beverages on impoverished populations, disguised as charitable support."
Corporate Influence vs. Public Health
Public health researcher Edwin Kwong was part of a team exploring how large corporations aggressively target developing countries. They buy out local competitors and invest in facilities like production plants. This strategy not only expands their market reach but also grants them leverage over governments, making it harder to pass protective food regulations. They tout the economic benefits and job creation to bolster their influence.
However, Kwong asserts that these claims about corporate social responsibility and economic benefits are nothing more than marketing tactics, a smokescreen masking the relentless pursuit of increased market share.
"The only thing these corporations care about is shareholder profit. So for them, these developing nations are simply new markets to fuel growth. That's the whole story," Kwong emphasizes.
Responsibility and Accountability
He believes corporations should bear a large share of the blame for the NCD crisis gripping developing countries. Kwong rejects the notion that these diseases are self-inflicted "lifestyle" choices. Aggressive marketing from "Big Food" systematically strips consumers of the ability to make informed, healthy food decisions.
While most people in developing nations understand the threat of infectious diseases, they haven't yet fully grasped the far-reaching dangers posed by NCDs – a perception Kwong feels needs to change.
"I don't think people see it [NCDs] as an epidemic, even though it absolutely is. It's a silent killer. My goal is to alert people around the world to this threat and hold those responsible to account. That includes these massive transnational companies whose profits keep growing while they injure, disable, and kill huge numbers of people without ever facing consequences," Kwong passionately asserts.
Global Efforts, Local Impact
Back in the bustling Delhi slum of Govindpuri, mothers like Sunita Devi might seem powerless against such global forces. Yet, Gupta believes that small actions can have significant ripple effects.
He encourages consumers to read labels carefully, opting for whole, unprocessed foods whenever possible. Buying from local vendors and markets selling fresh produce supports healthier options while cutting into the profits of ultra-processed food giants.
Furthermore, Gupta stresses the power of individual voices. "Speak up, question these companies, contact your political representatives, and raise awareness within your community. Change begins with each of us," he insists.
Image Credit - Ubuy
Consumer Choice or Corporate Manipulation?
The insidious marketing of ultra-processed foods in the developing world presents a stark choice. Do consumers have the power to make informed choices about their health and that of their children? Or, will the relentless push of corporations, combined with misleading promises of health and happiness, condemn entire societies to a grim future shaped by preventable diseases?
Breaking the Cycle: Change is Possible
While the situation might appear bleak, experts insist change is attainable. Initiatives focused on education, stricter regulations, and a shift in consumer attitudes have the potential to pave the way toward a healthier future.
In Mexico, a 2014 tax on sugary drinks and high-calorie snacks had tangible results. Within a few years, consumption of taxed beverages declined, particularly among lower-income households – a crucial win given the disproportionate impact of NCDs on the poor. Additionally, the revenue gained from this tax funded the installation of water fountains in schools, promoting a healthier alternative.
Meanwhile, Chile has earned recognition for its bold labeling laws. Processed foods are required to display stark black warning labels if they exceed specific thresholds for sugar, salt, fat, or calories. These labels effectively deter consumers, leading manufacturers to reformulate products to reduce these unhealthy ingredients. Crucially, Chile also bans the marketing of unhealthy foods directly to children and restricts the use of appealing mascots or cartoon characters on product packaging.
"These initiatives show us that governments do have the power to create environments where healthy choices are easier and accessible," notes Popkin. "It's about protecting public health, not bowing to corporate interests."
Challenges and Grassroots Action
However, the battle is far from over. Food corporations wield immense financial and political power, often fiercely lobbying against stricter regulations. Moreover, deep-rooted habits and a lack of nutritional knowledge present significant challenges.
This underscores the importance of grassroots efforts. Organizations like Gupta's Nutrition Advocacy in Public Interest in India play a vital role in empowering consumers and mobilizing communities. By offering workshops on healthy eating, label reading, and navigating food marketing, they equip individuals with essential tools.
Gupta also highlights the power of collective action. "We encourage people to form local groups, raise awareness through social media, even hold peaceful protests outside shops selling unhealthy products – actions that put pressure on companies and signal to the government that citizens demand change."
The Role of Traditional Foods
Reviving traditional food cultures can also form a powerful bulwark against the tide of ultra-processed options. Throughout India, a growing movement promotes the rich diversity of regional cuisines, emphasizing freshly prepared, locally sourced ingredients.
"It's not about demonizing all modern products," Gupta clarifies. "But we need to rediscover the value and knowledge embedded in our traditional food systems. These are adapted over generations to our climate and nutritional needs, offering both health and delicious variety.
A Turning Point for Public Health
The increasing burden of NCDs across the developing world represents a public health crisis with far-reaching consequences. Left unchecked, it threatens healthcare systems, economic development, and the well-being of countless families.
The actions taken in this pivotal moment will determine the future. Will governments prioritize corporate interests over the health of their citizens? Will consumers remain caught in a web of persuasive marketing, their health sacrificed for the sake of profits? Or, will there be a fundamental shift towards an informed public and policies that prioritize healthy, accessible food systems for generations to come?
A Call to Action: Our Future Depends on It
The time for complacency is over. The evidence is irrefutable: ultra-processed foods, propelled by relentless marketing and lax regulation, fuel a devastating epidemic of non-communicable diseases. It's a threat that disproportionately burdens developing nations and vulnerable communities within those nations.
Yet, a shift in the tide is possible. Proven strategies like the taxation of unhealthy products, clear warning labels, and restrictions on marketing to children have demonstrated tangible impact. Alongside these policy changes, grassroots campaigns play a critical role in educating and mobilizing citizens to demand healthier options.
Moreover, a conscious return to traditional food cultures can help counter the homogenizing force of ultra-processed options. Celebrating local ingredients, time-honored recipes, and diverse regional cuisines offers a path towards both culinary enjoyment and improved health.
However, the responsibility cannot solely rest on individual consumers or small organizations. Governments must find the political will to stand up to corporate interests and prioritize the health and well-being of their citizens. This means enacting and enforcing robust regulations to limit the harmful marketing of unhealthy products while supporting policies that make fresh, nutritious foods accessible to everyone.
Empowering Change: A Global Call to Prioritize Public Health Over Profit
International agencies such as the World Health Organization also play a critical role. By providing guidance, supporting research, and advocating for greater accountability on the part of food corporations, they can be a powerful force for positive change.
Yet, the ultimate success of these efforts depends on a fundamental shift in mindset. We must no longer view non-communicable diseases as mere lifestyle choices but recognize them as the preventable fallout of a system that puts profit before health. This understanding demands a change in priorities, a commitment to investing in healthier food environments, and a collective determination to protect the well-being of current and future generations.
Individuals can be a powerful catalyst for this change. Question the information presented by food companies. Read labels carefully. Make your voice heard by supporting grassroots campaigns and contacting your elected representatives. Choose fresh, whole foods whenever possible. Support local farmers, markets, and restaurants committed to healthy, sustainable options.
The choice is stark: Do we continue down the current path, where the short-term profits of a few corporations come at the expense of lasting public health? Or, do we choose to build a global community where everyone enjoys access to the nourishment they need to live long, fulfilling lives?
The answer cannot wait. Our actions today will shape the health and well-being of countless lives, not just in the developing world, but across the planet. We have the knowledge and the tools to reverse this devastating trend. What we need now is the collective will to act.
