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If you saw this logo on a package of cheese, would you think it was an endorsement by a group of nutritionists?
Or would you think it was an invitation to visit the website of the nutritionists?
This is not an academic question. The nation’s largest organization of nutritionists just licensed its Kids Eat Right logo to Kraft Singles, a fake cheese product.
Kraft is the first company to use the logo, the identity of a program that nutritionists started in 2010. According to ABC News, “there are no plans for a second product in the works.”
That sounds like an exclusive.
The seal is the property of the Academy of Nutrition and Dietetics (AND) Foundation, the world’s largest association of registered dieticians and nutritionists. In a news release, AND claimed that the partnership with Kraft is intended to raise awareness of the need for including dairy, calcium and vitamin D in diets.
AND spokesman Ryan O’Malley told ABC News that “he hopes the logo will help direct people who buy Kraft Singles to the Kids Eat Right website.”
Neither AND nor Kraft have revealed how many dollars changed hands in this licensing agreement. The NY Times reports that it is a three-year agreement.
Rather than a endorsement, which is what it looks like when a product sports a logo like this, AND claims that the logo means only that Kraft is a “proud supporter” of the initiative. Think that’s going to be clear to consumers? Me, neither.
Oh. And Kraft was confused, too.
Kraft itself told The Times it was the first time the academy was endorsing a product.
Read on …
… to vote in our poll, to see a comparison of the nutrition in Kraft Singles with Tillamook medium cheddar slices, and to learn about the food additive that Kraft uses, which does not have an FDA seal of approval. See the full article at WeGetDiets.
Known for gnawing at complex questions like a terrier with a bone. Digital evangelist, writer, teacher. Transplanted Southerner; teach newbies to ride motorcycles. @kegill (Twitter and Mastodon.social); wiredpen.com