Abstract
This study examines the degree to which retailers’ lunch meal deal promotions meet the UK government’s One You campaign recommendation of 600 kcal for lunch. In parallel, the government are encouraging companies to reduce the calorie content of food and banning promotions encouraging overconsumption. Public policy intervention ladder models are used with upstream social marketing to consider how these government actions might affect companies and consumers’ freedom of choice. A census of the calories of lunch meal deal items in five stores was conducted to determine the degree to which they met the 600 kcal recommendation. 23% of lunch meal deals exceeded the 600 kcal guideline, and on average contained 10% more calories. Actions to reduce calorie content and their impact on stakeholders’ freedom are considered.
Original language | English |
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Journal | Journal of Marketing Management |
Early online date | 12 Jan 2023 |
DOIs | |
Publication status | E-pub ahead of print - 12 Jan 2023 |
Bibliographical note
Publisher Copyright:© 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
Keywords
- Calories
- intervention ladder
- lunch meal deals
- One You campaign
ASJC Scopus subject areas
- Strategy and Management
- Marketing