I was helping my daughter bake a cake the other day. She wanted help measuring out the ingredients and then she got on with it herself. It was to be a cake for her Ladyship’s birthday, one of those two-sponge affairs with jam in the middle and icing on the top.

I haven’t baked in a long time. I was staggered at the amount of butter that was called for in the recipe. Half a bar of the stuff. Worse was to come. The required amount of sugar filled a desert bowl, heaped.

It reminded me how much of the stuff that we’re supposed to moderate in our diets goes into making the big 5 food indulgences: cakes, crisps, sweets, chocolates and biscuits. I also love the cake mix, the gloopy mass of ingredients before it goes into the oven. Not usually the one to make the mix, I would grab a few scrapes of the remains of the mixing bowl. I had forgotten how much badness goes into these delicacies.

I guess that’s why legislation insists on manufacturers explicitly listing contents of food and also showing the number of calories in a meal. This has applicability not just in the world of fast moving consumer goods but in the broader marketing of both B2C and B2B products. Sometimes we don’t want to know what goes into the making of something. Sometimes we do, so it’s good to have the option.

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