The Big Food industry is embedding brands like Starbucks and Krispy Kreme in our schools

A new investigation reveals how major food and drink companies – the Big Food Industry – are embedding their brands in schools, with concerning implications for children’s health.

The Big Food industry is embedding itself in schools

From Costa Coffee and Starbucks outlets in sixth forms to Krispy Kreme fundraisers, the investigation exposes how companies selling chocolate, crisps, fizzy drinks, and fast food are targeting and shaping school environments, building brand loyalty among students from an early age.

Youth-led campaign group Bite Back carried out the research into the Big Food Industry’s infiltration into schools and the education environment. It collected over 60 examples that show a clear strategy. These are: use the school setting to reinforce visibility, build emotional connections with students, and keep unhealthy food brands front of mind. That is, not just at lunch, but in lessons, on trips, and as part of rewards.

Bite Back campaigns for changes to the way unhealthy food is made, marketed, and sold — particularly to children. It ran this investigation to expose the scale of the issue in schools and ensure young people’s voices are at the heart of the solution.

Among its key findings were the following:

• A Starbucks outlet at a sixth-form college sells a Pumpkin Spice Frappuccino containing 48g of sugar. This is one and a half times the maximum daily recommended intake for adults.
• Schools ran healthy eating programmes funded by companies like Mondelez and Nestlé. This is despite most of their UK sales coming from products high in sugar, salt or fat.
• School trips to Cadbury World and school fundraisers featuring Krispy Kreme doughnuts..

School schemes acting as bait brand for students

Bite Back youth campaigner from Surrey, Oli, said:

As a young person, I am absolutely appalled – but not shocked. This report confirms what I, and so many other students in secondary school, see every single day. It’s unfair that young people are being used as bait for brand loyalty schemes, and being drawn into constant exposure to unhealthy food options. We’re being lured, trapped and targeted by Big Food companies — at a time when there is a serious health crisis affecting our generation.

Right now, over a third of 10- and 11-year-olds leave primary school at risk of food-related ill health in the future, including conditions like type 2 diabetes and heart disease. And part of the problem is how often we’re surrounded by this kind of marketing. It speaks to what so many of us experience in schools every day – and it matters that research like this is finally putting it on record.

Interim CEO of Bite Back Nicki Whiteman added:

School shouldn’t be a place where children are targeted by Big Food companies. But they are, and this has a huge impact on their health. The Government’s School Food Standards review is a once-in-a-decade opportunity to reset expectations for food in education. What we’ve seen is a clear reminder that young people must be heard in the School Food Standards review. We want to see the Government actively engaging with young voices — and taking seriously what they’re saying about the food on their plates.

Too many canteens are still filled with sugary drinks, branded snacks and grab-and-go unhealthy food. Meanwhile, more nourishing options are missing. Bite Back is proud to stand alongside chefs, parents, educators and young people calling for food that fuels every child’s future. Together, we are working to make healthy food the default option for children in schools.

School Food Standards falling short

The School Food Standards were designed to ensure children receive the nourishment they need across the school day. But they currently don’t apply to sixth-form colleges, where Bite Back found many of the most concerning Big Food Industry brand placements.

Even in schools where the standards are in force, it identified that compliance remains patchy.

CEO of charity Chefs in Schools Naomi Duncan said:

This incisive report is a stark wake-up call. It clearly demonstrates that even where we have complete control over the food environment, children are being drip-fed a steady stream of advertising and junk food designed to make large profits for food companies – rather than to feed children well.

It’s frankly unacceptable to expose children to a continuous stream of junk food in the same place that we’re supposed to be teaching them about eating well. The Government is already acting by commissioning a review of School Food Standards. This report should give them yet more evidence for why that review must lead to far more robust standards that are effectively monitored. This is about much more than food. It’s about setting children up for life.

Featured image via the Canary