Bakers Delight ad promoting bread rolls topped with M&Ms as kids’ lunch slated by ad watchdog

An ad from Bakers Delight promoting bread rolls sprinkled with M&Ms as a lunchbox choice for schoolkids has been banned by the advertising watchdog for promoting unhealthy options for children.

A Bakers Delight billboard ad featured three product images including a white roll with bacon and cheese, a cheese and Vegemite scroll and four white finger buns with M&Ms sprinkled on top. The accompanying copy read “School lunches? Problem solved”

Another ad used at local franchises of the bakery suggested parents used the M&Ms snack to “make their day”.

A complaint to the Ad Standards Board said: “Advertising of lolly’s on bread for school lunches is appalling. Lunch and healthy food choices is challenging enough for most families and to have this as an acceptable choice is unfathomable.

“A company that promotes bread as sugar free this is a disgrace. This is only contributing to the childhood diabetes and obesity epidemic that we have in Australia.”

The bakery defended the ad, claiming the targeted audience was parents, not children themselves.

“It is intended to target busy parents during the back to school rush period, to encourage them to consider Bakers Delight in their purchasing decisions,” the company said in a response to the ASB.

It added: “It is our intention to promote this product as a limited time only treat for occasional eating.”

Although the ad was ruled not to breach provisions under the advertising code covering the specific targeting of children, the ASB upheld the complaint, saying:

“The Board noted the complainant’s concerns the product being advertised – a mini finger bun with M&M’s on top is an unhealthy food option that should not be promoted as a lunch box solution.

“In the majority view, the Board considered this advertisement’s text and image amount to a message that is undermining the promotion of healthy balanced diets in relation to school lunches by strongly suggesting that a scroll and finger bun is a complete lunch box.”


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