Thursday, November 21, 2019

Alcoholic Flavoured food

 Introduction

After the launch of alcohol-flavoured biscuits in Australia (Tia Maria flavoured Tim Tams), Geof Munro, spokesman of the Australian Drug Foundation expressed his concern about alcohol related products. He said “We face the taste of alcohol being injected into every possible food-stuff. We could see breakfast cereal laced with alcohol” (The Age, 2004). Only two years later his concern became reality: An outlook to innovations in the drink and food industry reports the appearance of alcohol flavours in “unusual” food product groups such as cereals (Meziane, 2008). The growth in alcohol flavoured food offers an opportunity for the future of the drinks and the food industry (Meziane, 2008). It broadens the spectrum of options available to manufacturers of which there is a constant pressure in mature markets such as Europe, Australia and the United States. New products can build bonds of loyalty with consumers and can increase sales. Alcohol flavoured products circumvent most existing alcohol marketing regulations. Consequently, it is expected that the growth in new flavours and of alcoholic flavoured food continues in the future. The following paper by EUCAM reports on the prevalence of marketing alcohol flavoured food and the attached risks involved in marketing these products. Additionally, the paper reports on limitations of existing regulations of marketing of alcohol flavoured food.Image result for new arnotts timtamImage result for new arnotts timtam

Danger of Advertising

Alcohol-Flavoured Food The risks of food which contains (large) quantities alcohol seems self-evident. There is a risk of unaware consumption of alcohol. This can result in, for example, driving with a higher BAC-level than allowed. Moreover, children may consume alcohol unintentionally while eating the products. For this reason the Vodka Flavoured ice pops Freaky Ice (with 4.8% alcohol) was banned in New Zealand, Australia, Spain, England, Sweden and many US states (Forester, 2006). Alcohol in food can also be a hidden pitfall for recovering addicts. However, most alcohol flavoured food contains no or only limited volumes of alcohol. A spokesman for Arnott, the producer of the above mentioned alcohol flavoured biscuits, said men need to consume about 40kg of Arnott’s cookies in one sitting to register a blood alcohol reading on the Australian drunk-driver limit (the Age, 2004).

It can familiarise children with the taste of alcohol. By eating alcohol flavoured products, children can get used to the taste of alcohol before they start drinking alcohol or reach the legal drinking age; - Children can associate the brand of alcoholic beverages with sweets and other alcohol flavoured food. In this way, alcohol producers can start building loyalty of young consumers to the brand before children actually start drinking alcohol. - By producing alcohol flavoured food, alcohol producers can market their brand in non-alcohol settings. In this way, consumers are exposed to alcohol brands even when they are in a bakery.

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