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NEWS > HEALTH > KRAFT TESTING MEAT FLAVOURED VEGETABLES
KRAFT TESTING MEAT FLAVOURED VEGETABLES
January 26 2011
Northfield, IL – Any parent will tell you that getting their kids to eat vegetables is about the hardest thing in the world, tougher than dealing with potty training, more frustrating than teaching them to drive, more stressful than their first date. Whether 
that challenge is a result of something embedded deep within us, or simply the wide availability of foods loaded with sugar, fat, and salt the challenge is a deep and affecting one for many parents.
Of course children aren’t the only ones hesitant to eat vegetables. With growing waistlines across most of the western world it has become readily apparent that part of the reason, at least, that children don’t have interest in their vegetables is because their parents seem largely uninterested in them as well. Undoubtedly the principal reason for this objection amongst adults is the taste. Not that vegetables taste horrible necessarily, but that they don’t taste like Big Macs. Because of that growing obesity epidemic, and perhaps sensing an untapped market, food giant Kraft has begun testing a new additive that allows new tastes for all vegetables, infusing traditional greens such as celery, carrots, and beets with the more appealing taste of bacon, beef, and even barbeque sauce.
“This is not seasoning, this new taste is built into the vegetables themselves from the ground up, literally. Right now we are testing a few different flavors but this is the very early stages. We envision a day when the vegetable stand will offer as much variety as the potato chip aisle,” said a spokesperson for the company. “This is a major part of our new strategy to offer our customers the best variety possible and the healthiest options one could want. No longer will dinners end with asparagus left on the plate, with greens simply going into the garbage. This new formula will engage people’s taste buds in entirely new ways and bring a whole new dynamic to the taste buds of the American people.”
Other flavours being tested include zesty ranch onions and ketchup tomatoes.
“I have to admit that personally I don’t eat nearly as many vegetables as I should. I 
don’t think anyone does and a lot of that has to do with taste. The unfortunate reality is that the vast majority of things that taste great are really not all that good for you. I do like some vegetables, but given my druthers I would probably eat something unhealthy because of how it tastes,” said Scrape TV Health analyst Rebecca Phelps. “If this works, and I hope it comes true, we will no longer have to make that choice. Now the foods that taste great will also be the best thing for us. It is a win-win all around, except I guess for the meat manufacturers who will have to figure out a way to make their food a little healthier.”
The company previously attempted marketing chocolate flavoured fruits to little success.
“With the level of modification that is going on with food it is entirely possible that 
eventually we will see all foods reach the same level of healthiness and tastiness. It would be a bold new future where every food tasted great and was good for you. A dream perhaps, but a fun one,” continued Phelps. “We could also get to the stage where all food is the same, say a flavoured slurry that is great for us and tastes pretty good. Unappealing on the surface perhaps but ultimately could be the way things go. Future generations would get used to the slurry and not have the same kinds of issues that we would, that’s the way advances happen. Here’s to BBQ slurry.”
Kraft did not announce a timetable for rolling out the vegetables across the country.
Lauren Hebert, Health Correspondent
NEWS > HEALTH > KRAFT TESTING MEAT FLAVOURED VEGETABLES
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