They’ve done it again. The trade press missed half the story in Disney’s big announcement two weeks ago that its Disney Channels and ABC kids programming will ban junk food ads – or more specifically, foods that don’t meet “Disney’s nutrition guidelines.”
The media missed this additional little fat-free nugget:
“In addition…Disney today introduced the ‘Mickey Check’ tool, an icon that calls out nutritious food and menu items sold in stores, online, and at restaurants and food venues at its U.S. Parks and Resorts.”
“Mickey Check” ??? Really?
Sh&tty name aside, this won’t be the first corporation to stick its own nutrition value label on food products. For example, Walmart announced its “Great for You” labeling initiative earlier this year.
But Walmart has credibility here that Disney doesn’t – it is a retailer that we’d therefore expect has a little more insight into the food category; plus, it has its own skin in the game given its private label food offerings.
Here’s a more illuminating comparison – the NuVal labeling system. Based on criteria established by a team stuffed with health experts, it has been adopted across a number of grocers nationwide.
So exactly what food manufacturer or retailer is going to give “Mickey” the time of day?
Consider this – one of Mickey’s criteria would block cereals with 10 grams or more of sugar per serving. Now consider this – Kellogg’s announced that cereal sales in the U.S. last quarter were down 2% compared to prior year, prompting the company to slash full-year revenue and profit forecasts significantly.
Just wait until Mickey gives a thumbs down to Honey Smacks.