Earlier this week, popular YouTubers KSI, Logan Paul and 'Mr Beast' launched a new food venture called 'Lunchly'.
It has been marketed as 'the ultimate solution for convenient kids' lunch ideas'.
Or as they have also labelled it..."Lunchtime Fuel Re-Imagined".
*Sits down, and takes a deep breath before tearing this apart as to why this is so bad for kids on every single level*
Where do I even start?
YouTube Influence
Well firstly, we need to look at exactly who is pushing this garbage.
These are people who – for better or worse – have incredible amounts of influence on the Internet, which has become the primary source of information, education and entertainment in today's world
These are the YouTube subscriber numbers for these three gentlemen:
- Mr Beast - 316 million
- KSI - 16.3 million
- Logan Paul - 23.6 million
This is a HUGE amount of children that could be positively influenced here, given that is exactly who forms the majority of these audiences.
Yet they chose to funnel out this awful product, claiming that it is 'better' than their main competitor.
With these kind of subscriber numbers, this is a gross misuse of their influence.
Saying things like 'lunchtime fuel' is just plain false - growing children need actual fuel coming in the form of whole foods to support their energy needs and growing bodies.
One look at the ingredient profile of the Lunchly 'Turkey Stack'Em' says it all (and makes me sick):
The targeting of the most vulnerable members of society
The reality is this:
Children are the most impressionable and vulnerable members of society.
They see what they like online from their favourite influencers and celebrities, and they COPY it.
For me, this is why people with such power and reach could really have done something incredibly beneficial here.
Launching such a product when we are at a point in time where 1 in 5 US children is obese is completely short-sighted.
It's a money grab with no regards for the health of children.
Here's a tweet from 'Mr Beast' defending the product:
Lunchables sells hundreds of millions of units and countless people eat it. Our goal is to give people a better for you alternative to it. Our turkey meal for example is 80 less calories, 60% less sugar, more electrolytes, we use real cheese they use “cheese product” (they can’t…
— MrBeast (@MrBeast) September 17, 2024
Claiming Lunchly is better than Lunchables is like saying that it's better to have your hand cut off as opposed to your foot.
You lose either way.
What about the parents?
Dealing with food marketing as a parent is no doubt a challenge.
Particularly when you aren't armed with the kind of knowledge that would immediately lead you to know that your children shouldn't eat this slop.
I'm not a parent yet, but I know that luring children towards such foods with bright colours, attractive characters and outlandish claims is a common tactic within the food industry.
KSI, Logan Paul and Mr Beast are in some ways like the mascots that we see on the front of cereal boxes – who are an integral part of the marketing towards kids.
Tony the Tiger was and still is one of the most popular ones as an example.
You only have to understand the influence of these mascots given that in 2019 the Mexican government actually banned the presence of these mascots on the cereal boxes in an effort to combat childhood obesity.
So I'm not under any illusions as to how tough the parents have it, given that their children often want to align with these mascots and almost see them as their friends.
I feel like I'm shouting into the abyss at times.
I know that in the future I'd love to do something (not sure what yet) that will positively influence children when it comes to health, wellbeing and food...but when you consider the processed food conglomerates like Kelloggs, coupled with these three and their latest venture, it is clear how tough the landscape is.
One thing is for sure - children have a need for proper food that is going to nourish them, provide them with energy, and support their ever-growing bodies.
Claiming otherwise is just a lie, and knowing this helps take that first step towards fuelling your own kids sufficiently, and trying to somehow shift the tide.
Stay healthy,
Jeff
PS: If you got value from this email, I have a very small favour to ask: if you felt it gave you a lot of value, I ask that you send it to two of your friends who you think might benefit from it. Catch you soon!