News
Burger King supports first lady's Let's Move campaign
February 10, 2010
Burger King Corp. has announced its support for First Lady Michelle Obama's "Let's Move" campaign, a multifaceted program designed to solve the challenge of childhood obesity within a generation.
The campaign's efforts include the creation of a task force that will make recommendations to ensure access to healthy, affordable food and empower parents with information and tools to make good choices for themselves and their families. The task force also will develop recommendations for increasing physical activity and providing healthier food in schools.
Burger King Corp. outlined its efforts of the last three years in the company's BK Positive Steps corporate social responsibility program. A number of those actions support the pillars of the "Let's Move" initiative, including helping parents make healthy food choices and accessing healthy affordable food for their families. Those efforts include:
- As part of the BK Positive Steps corporate social responsibility program, Burger King Corp. joined the Council for Better Business Bureau's (CBBB) Food and Beverage Advertising Initiative (CFBAI) on Sept. 12, 2007. As part of the initiative, the company pledged to restrict 100 percent of national advertising aimed at children under 12 years old and develop BK Kids Meals that meet stringent nutrition criteria.
- Burger King Corp.'s nutrition criteria for BK Kids Meals (consisting of an entrée, side dish and beverage) are based on the 2005 Dietary Guidelines for Americans and other federal and scientifically established dietary recommendations, including limiting calorie content to no more than 560 calories per meal with less than 30 percent of calories from fat. BK Kids Meals also limit the amount of salt to no more than 600 milligrams of sodium.
- Burger King Corp. currently offers four compliant BK Kids Meals in Burger King restaurants nationwide and is proud to be the first quick-service restaurant chain to publicly announce limiting sodium to 600 milligrams or less in all BK Kids Meals advertised to children under 12 years old.
To date, Burger King Corp. has introduced BK Positive Steps nutritional materials in Burger King restaurants nationwide, has eliminated all trans fat cooking oils and ingredients in the United States, and partnered with USDA to promote MyPyramid information to both children and adults.
In addition, Burger King Corp. has identified more than 350 Burger King meal combinations that provide 650 calories or less – approximately one-third of a daily 2,000 calorie diet – and examples of these meal combinations are featured on tray liners and point-of-purchase materials at participating Burger King restaurants nationwide, as well as available online atwww.bk.com.
"We support many of the actions that Mrs. Obama has set forth as part of the 'Let's Move' campaign and agree that it is small steps in the area of health, nutrition and physical activity that can make a substantial difference in the lives of American families," Cindy Syracuse, senior director marketing, Burger King Corp., said in a news release. "The BK Positive Steps nutrition program was developed to help our restaurant guests take simple positive actions that meet their own nutrition and lifestyle needs. Burger King Corp. is committed to making ongoing strides in the areas of food and nutrition and we will continue to provide our customers with the choices they need to make smart personal nutrition decisions for themselves and their families."
Other industry efforts
Earlier this week, the American Beverage Association announced its support of the initiative with the voluntary commitment of its members to post calories on the front of all their packages, vending machines and fountain machines.
School lunch providers Aramark, Chartwells Educational Dining Services of Compass Group North America, and Sodexo also announced their support of the campaign.
The companies agreed to increase nutrition education efforts aimed at students and parents. Under the agreement, the school lunch providers also will work closely with the White House, federal and state agencies, local school districts and others in the private sector to achieve their objectives.
The National Restaurant Association applauded their pledge to help eliminate childhood obesity within a generation.
"The restaurant and food service industry is proud to partner with the first lady to proactively advance child health," NRA president and CEO Dawn Sweeney said in a news release. "We support flexible, voluntary efforts that encourage innovation by the industry as the best way to respond to consumer needs."
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