Monday, May 07, 2012

Badvertising: KD Smart High Fibre....Still Stupid

So does 5g of orphaned fibre make Kraft Dinner a nutritious choice?

Looking at the KD Smart homepage you can read Kraft's rationale for creating their KD Smart line,
"Why did we create it? We know the dinner table can become a daily battleground between parents and picky eaters, especially when nutritious foods are involved. So we set out to make a new KD that kids would love to eat and parents would be proud to serve.

KD Smart has added ingredients, contains no artificial flavours, colours or preservatives, and has the same cheesy taste that even the pickiest eaters can't resist.
So it would seem that Kraft wants you to believe that KD Smart is a "nutritious food", and for good measure also invokes the natural fallacy to hammer that message home.

So what do you get in a box of KD Smart?

Refined white flour to which orphaned oat hulls, some inulin and a whole pile of salt are added.

Ok, so it doesn't actually read "orphaned oat hulls" on the label, instead it reads "oat-hull fibre". I'd argue orphaned oat hulls would be more accurate as adding just the oat hull fibre does not convey the same nutritional benefits as actually eating whole grain oats that includes not only the hulls, but also the germs.

And is 5g of fibre really brag worthy? It's less fibre than your child would get consuming a fruit with a peel, and less than they'd likely get eating a sandwich made with actual whole grain whole wheat flour.

Sure, KD's definitely a North American rite of childhood passage, but "nutritious" and "Smart"? Not on your life.

Bookmark and Share


  1. My personal favourite is the KD Smart that has it's healthy right? Cause it has VEGETABLES. Even worse, someone I know justified feeding it to their kids, and actually thought it was healthy, because of this.

    Now, I don't really have a problem with KD in general, as long as there's no misunderstanding - it's not healthy. It's an occasional treat (if one might call it that), but is in no way, shape or form, a nutritious, smart food choice.

    I'm not surprised companies try to health-wash their crappy products, but I'm always disappointed that consumers can be such sheeple that they just fall for it...

  2. Anonymous10:28 am

    I'm guilty of enjoying the occassional box of KD but not that "fake healthy" stuff, the real thing. In our family the random box of KD will find itself paired with some more nutritious items like salmon and a plate of raw veggies. I do choose to eat crap from time to time and when I do, I make sure it's real crap so there's no pretending and justifying my choice with hidden fibre or vegetables.

  3. I know Yoni has pointed this out so many times, but I hate that companies can brand crap food as healthy. So many parents out there are just trying to do right by their kids and when our food regulations allow for a product to be marketed as healthy, why shouldn't they believe them?

    It's just a damned shame.

    1. I completely agree Dani! I'm a single person and I get overwhelmed and find it hard to sift through all the misinformation out there. I don't know how any parent out there is supposed to have the time to do so.

  4. Anonymous12:15 pm

    On the rare occasion that my son gets KD for dinner (Dad is working late, mom is sick, etc...) I use KD Smart, but for a reason other than what is being advertised. Regular KD makes my kid climb-the-walls crazy and this stuff doesn't. Somewhere in the "no preservatives no artificial colouring" recipe, they removed the item that regular KD had that made my son a short-bursts demon.

  5. Just an interesting side note about KD. Government economists use as one of their measurements of how the economy is doing, is based on how much KD is sold. Sad hey?

  6. Why don't we just have some "Smart" KD with some Wonder+ bread, and Light Cheez Whiz. Oh, and some turkey hot dogs. Mmmmmm, such a "healthy" meal!

    Ugh, too bad none of this actually resembles food.

    I really do wish that companies were held to a higher standard, as there are most definitely parents who are going to think, "Oh, KD is healthy now, so I can make this for dinner."

    And, while it might not technically be "bad" for you, it's empty calories. And, no one is going to benefit from a serving of this "food."

  7. well..advertising sweet words..

  8. First time I've ever seen the word "toilet" on a food ad. Don't they have focus groups?

  9. Anonymous3:28 pm

    Man, you guys sound weird and angry-bordering-on-demented.

  10. Adeline9:37 am

    Thank goodness my kid dislikes KD!

  11. KD isn't so bad when you are on a fixed income and you have to spend one-thousand dollars a month for prescription medications because you do not have coverage. It may not be the best choice - but it is a source of protein.

  12. Anonymous8:49 pm

    5g is better than 1g that the original provides. Can't argue that. I don't see how KD is any worse than any other dried pasta that you eat with butter and cheese on top

  13. Anonymous3:18 pm

    I don't see the fuss. If you don't like it, don't eat it.