Did anyone else think it was strange that President Joe Biden used his time and energy during the Superbowl to make a pitch for the junk food industry?
As families across America and the world tuned in to watch Super Bowl 2024, they may have been surprised to see President Joe Biden featured in a commercial promoting ultra-processed foods. While the intention to discuss shrinkflation is commendable, focusing on junk food like Doritos and Oreos as the focal point raises serious concerns, especially considering the prevalence of obesity and non-communicable diseases (NCDs) in the United States.
I’m sure that in his mind he’s playing “Common Joe” and advocating for “everyman” complaining about shrinkflation. However, he sat and promoted junk food while in 2022, 37.3 million people, or 11.3% of the U.S. population was diagnosed with diabetes. Almost 50% of Americans aged 65 years or older have pre-diabetes. Diabetes affects many parts of the body and is associated with serious complications, such as heart disease, stroke, blindness, kidney failure, and lower-limb amputation, among other conditions.
Last February (2023,) President Biden created National Heart Awareness month. Is this some strange joke? In 2023 you’re concerned that all this junk food is giving people heart disease (the number one killer in the US) and now you’re angry at the companies making their portion size smaller? There is a better way to handle both of these issues.
Understanding Shrinkflation
Shrinkflation refers to the practice of reducing the size or quantity of a product while keeping its price the same or even increasing it. This tactic is often used by food manufacturers to offset rising production costs without overtly raising prices. This is a deceptive strategy to consumers and is happening across all types of consumer products. But for the President to focus on smaller packs of ultra processed foods is ill advised during this current health crisis in the US. Why would you want to encourage people to continue eating this junk that is making people so sick?
The Problem with Ultra processed Foods
All the packages that the President “subtly” promoted were ultra processed products that are heavily processed and typically high in added sugars, unhealthy fats, salt, and artificial ingredients. It was like a free Superbowl ad for junk food! You can’t even call it food because the ingredients are many steps from any whole food products and truly laden and processed with chemicals. These foods may be convenient and affordable but offer little nutritional value and can contribute to a host of health problems, including obesity, heart disease, diabetes, and certain types of cancer.
The Role of Government in Promoting Health
As the leader of the nation, President Biden has a responsibility to promote policies and initiatives that support the health and well-being of Americans. Encouraging healthier eating habits and reducing consumption of ultra processed foods should be a top priority, given the significant impact of diet-related diseases on public health.
Missed Opportunity for Healthier Choices
While the intention behind President Biden’s Super Bowl ad may have been to raise awareness about the issue of shrinkflation, the choice to feature products that are ultra processed missed the mark. Instead of promoting foods that are low in nutritional value and high in unhealthy additives, the focus should be on encouraging families to choose whole, minimally processed foods that nourish their bodies and support long-term health. Endorsing these products sends the wrong message to the American public. He could also promote nutrition education and awareness as diabetes effects 1 in 5 children in the US, as well as to incentivize food manufacturers to produce healthier options. It’s time to shift the focus away from ultra processed foods and toward a future where nutritious, whole foods are the norm, not the exception
Even though President Biden may endorse this junk, don’t get sucked in to eating these products regularly or giving them to your children. Read the back of the package. If there are more than 5 ingredients or the ingredients listed were made in a lab and not in nature, don’t buy it! Its that simple.
So often I meet with clients and they tell me they want to stop eating packaged snacks, cheap chocolate, breads, fast food, but they just can’t. The food companies know this and create recipes to add the exact amount of unhealthy fats, sugar and salt to keep us craving these foods. This isn’t speculation, this is fact. There is SO MUCH research on this. Read Salt Sugar Fat by Michael Moss. We need to fight back and it would be great if the US president was on the side of the people.