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

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