Day 298 - 11 Nov 96 - Page 25
1 MR. MORRIS: Just to say one thing that we did refer to,
2 Mr. Green and the FDA definition of healthy, and that was
3 on day 46, page 47, but if we could just ask you to read
4 the whole page on that subject because it is very
5 interesting. It came into force actually 53 weeks from
6 when he gave evidence. So he came ----
7
8 MR. JUSTICE BELL: I think I have read all of his evidence.
9
10 MR. MORRIS: Good. Also, it did apply to advertising, as well
11 as labelling.
12
13 MR. JUSTICE BELL: It was in that context that I read it, but
14 I marked it down for other things as well.
15
16 MR. MORRIS: Right.
17
18 MS. STEEL: Going back to Mr. Fairgrieve, I just wanted to
19 refer to the documents. AF7, McDonald's brand audit
20 research 1994, page 9, just the section about men and under
21 25 year olds were more likely to be heavy users. Page 24,
22 food descriptive summary, the first one is McDonald's
23 strong food values, tastiness, and then a sub group of that
24 is high temptation/craving.
25
26 On the following page, descriptors of food served at
27 McDonald's, in 1992 there was not a figure for something
28 you have a craving for, but in 1994, 31 percent of the
29 respondents, who were people who ate at McDonald's,
30 indicated that the food was something that you had a
31 craving for. This was listed by McDonald's as a positive
32 attribute. And Mr. Fairgrieve explained how this was set
33 out. There is a heading of "positive" and then there is a
34 heading of "negative" at the bottom. And under attributes
35 which the company considers to be positive attributes, is
36 the something you have a craving for.
37
38 Additionally, in the same section they have got healthy,
39 which in 1992, 7 percent of people said that they viewed
40 McDonald's food as healthy; in 1994, it was 10 percent. In
41 terms of natural ingredients, for both 1992 and 1994, only
42 8 percent of people considered that McDonald's food would
43 be described as made with natural ingredients.
44
45 Under the negative attributes, there is greasy, which 13
46 percent described the food as greasy in 1992, 10 percent in
47 1994. High in calories, 39 percent described the food as
48 high in calories in 1992, 37 percent in 1994.
49
50 Synthetic, 16 percent described the food as synthetic in
51 1992, 10 percent in 1994. Unhealthy, there is not a figure
52 for unhealthy for 1992, but in 1994, 21 percent of
53 McDonald's customers that were questioned in this survey
54 viewed the food as unhealthy.
55
56 There are similar figures about something you have a
57 craving for and whether or not the food is considered
58 healthy or made with natural ingredients, on page 27 of the
59 same document, and about the food being unhealthy on page
60 28. That is in comparison to other fast food outlets, on
