Mintel: World Cup tie-ins is dominated by junk food

According the online magazine "nutraingredients.com", the list of products with World Cup tie-ins is dominated by junk food, while healthy food makers seem content to pass up the marketing opportunities and let others grow fat on the rewards.In Mintel s Global New Products Database, the healthy products drawing on the football World Cup to boost sales are few and far between: Nestle has pitched in with a handful of breakfast cereals, yoghurt and milk make one appearance each – and there s not a dietary supplement in sight.


Even the Mintel analyst was surprised that the only energy-drink that saw fit to board the bandwagon was Powerade, with a new mango-flavoured version in Germany. What is more, the food and drink companies amongst FIFA s official sponsors are hardly well known for products that promote a healthy lifestyle: McDonalds, Budweiser and Coca Cola.
Despite the World Cup is a sporting festival, a celebration of stamina, skill and athleticism, there s no debate that better health is a product of a balanced diet and plenty of exercise. While the players are fed carefully balanced diets prepared by nutrition experts, it seems it is ok for their fans to subsist on Big Macs, fries and beer, beer and more beer.