Fast Food Buzzwords Promote Healthy Options

NEW YORKAs consumers become more educated about nutrition and healthy lifestyles, fast-food companies have been forced to ratchet up their marketing strategies to evoke a positive feeling toward the food and toward the restaurants while deflecting FTC scrutiny over health claims. A recent article in Advertising Age examined how vague buzz words like "wholesome", "fresh" and premium" are replacing diet-specific wording like low carb", low calorie" and low fat" on fast-food menu boards and advertising. The article also suggests fast feeders" may be risking the success of their core menu items by trying to position themselves with healthful options they are not known for historically.

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