NAPi’s allegations came after McDonald’s India launched millet-based buns in collaboration with Mysuru-based CSIR-CFTRI.
Published Sep 08, 2024 | 7:00 AM ⚊ Updated Sep 08, 2024 | 7:00 AM
McDonalds' launches millet based buns as 'healthy' alternative. (Supplied)
Greenwash is a deceptive marketing practice where companies present misleading information about the benefits of their products or practices.
The term is often used in the context of environmental concerns, but the think tank, Nutrition Advocacy in Public Interest–India (NAPi), has accused McDonald’s of greenwashing by enhancing the company’s image while continuing to undermine public health.
NAPi’s allegations came after McDonald’s India (West & South) launched millet-based buns in collaboration with the Mysuru-based CSIR-Central Food Technological Research Institute (CSIR-CFTRI) on Wednesday, 4 September.
The Multi-Millet Bun was launched in Mumbai by Sridevi Annapurna Singh, Director, CSIR-CFTRI, Mysuru, and Akshay Jatia, executive director, McDonald’s India (W&S) was present during the launch.
Incidentally, the launch coincided with the National Nutrition Week, observed across India from 1 September to 7 September.
Multi Millet Bun Launch Programme held at Mumbai organised by McDonalds company in collaboration with CFTRI.@CSIR_IND @DrNKalaiselvi @DrJitendraSingh @mcdonaldsindia pic.twitter.com/HH9J4l8D1T
— CSIR-CFTRI (@csircftri) September 4, 2024
Apart from the government organisation and McDonald’s, celebrity chef Sanjeev Kapoor was also associated with the launch, as the brand ambassador of millet buns.
In a press release, the fast-food chain stated that the Multi-Millet Bun, co-created by leading food scientists at CSIR-CFTRI and McDonald’s India (operated by Westlife Foodworld), has incorporated the richness of five nutrient-dense millets — bajra, ragi, jowar, prose, and kodo, both major and minor varieties.
The release read: “Renowned for their nutritional benefits, these “superfoods” are sourced from diverse regions across India, including Gujarat, Maharashtra, Karnataka, Rajasthan, Tamil Nadu, Madhya Pradesh, and Chhattisgarh.”
“The bun contains 22 percent millet. It offers higher iron, protein, and calcium content, along with some complex carbohydrates, which help achieve satiety faster,” said Annapurna Singh.
“CSIR-CFTRI’s deep expertise played a pivotal role in seamlessly integrating the nutritional benefits of millets while maintaining the delicate balance of taste, texture, and quality. The result is a bun packed with essential vitamins, minerals, and natural dietary fibre,” the press release added.
Jatia added that the “Multi-Millet Bun” was part of McDonald’s ongoing efforts to enhance the nutritional value of its offerings while staying true to the taste customers love.
“We are grateful to CFTRI for their invaluable expertise in helping us bring this product to life. The launch of the Multi-Millet Bun marks a significant milestone in McDonald’s India’s ‘Real Food, Real Good’ journey, initiated six years ago,” he said.
Meanwhile, NAPi reiterated that the partnership with CSIR-CFTRI was an attempt to greenwash the company’s image while continuing to undermine public health.
In its statement, NAPi also argued that the marketing of the product was misleading, especially when it promoted “real food.” NAPi highlighted that the use of government affiliation created a conflict of interest, and the involvement of popular personalities gave a false sense of healthiness.
The think tank noted, “We strongly oppose this partnership between McDonald’s and the Central Food Technological Research Institute (CFTRI) to develop millet-based buns. This collaboration raises serious ethical concerns.”
NAPi opposed such collaborations in principle and sought to inform the public about the nature of the food product, emphasising that it was unhealthy despite the claims. The organisation further argued that such products should not be promoted, marketed, or advertised.
“A government-funded research institute collaborating with a multinational fast-food giant known for promoting junk food represents a blatant conflict of interest, directly contradicting public health goals. Public-funded institutions should align with public health priorities, not corporate agendas,” NAPi stated.
NAPi countered the healthy alternative tag for millet buns, stating that despite the addition of millets, the bun remained an ultra-processed food product (UPF) due to other ingredients not being emphasised in the promotion.
It pointed out that McDonald’s buns were industrial formulations made from flours, added sugar, yeast, oils, dextrose, and corn starch, and often contained additives such as preservatives, colourings, flavourings, emulsifiers, and other processing agents.
“They are designed to be highly palatable and have a longer shelf life, often compromising nutritional quality. Adding millet to ultra-processed food products doesn’t make them inherently healthy, just as adding fruit juice to sugary drinks doesn’t reduce their harmful effects.”
“The nutritional quality of the product is determined by its complete ingredient profile and the extent of processing, which is not reflected in the promotional information. Despite the addition of millets, this bun does not provide the same nutritional benefits as traditional whole foods,” said NAPi.
Speaking of the collaborative effort, Annapurna Singh said, “This joint effort is a pivotal step towards developing menu items that offer added nutritional value while delighting the palate. With CSIR-CFTRI’s cutting-edge research capabilities, combined with McDonald’s India’s operational expertise and commitment to quality, we believe we are ushering in a new era of giving food a great future.”
She emphasised that the long-term partnership between McDonald’s India and CSIR-CFTRI aimed to explore new avenues in nutritional innovation with a focus on benefiting consumers.
“Together, both organisations are committed to crafting menu items that are wholesome and delicious, catering to evolving customer preferences by combining traditional ingredients like millet with modern food science and technology.”
“It’s a more wholesome and nutritious offering, so customers will have to pay ₹10 more to upgrade to this bun,” Jatia said.
Noting that Sanjeev Kapoor would be the brand ambassador of the buns, which would be available across 403 McDonald’s restaurants operated by Westlife Foodworld in West and South India, McDonald’s India MD Saurabh Karla said, “McDonald’s has been working with Mysore-based CFTRI for over a year to develop the bun, and three months ago, we entered into a long-term partnership to develop more nutrition-backed products, which will be revealed in due time.”
He added that the product was developed in response to consumer conversations expressing a preference for millet-based products.
NAPi also criticised the marketing approach, stating that it cleverly labels the product as “Real Food” and “Real Good,” using celebrity endorsements from Chef Sanjeev Kapoor, known for promoting authentic, healthy recipes.
It argued that it was an exploitation of millet’s growing popularity while promoting junk food and ultra-processed products under the guise of healthy eating.
“McDonald’s primary business model promotes unhealthy, ultra-processed foods, contributing to rising obesity and non-communicable diseases (NCDs) in India. This is an important distinction that NAPi seeks to highlight when opposing the marketing of such products as healthy options.”
“These marketing tactics exploit consumer trust in government bodies and public figures, misleading the public about the product’s nutritional quality and health impact,” NAPi stated.
NAPi called upon the Government of India to enforce transparency in marketing practices, including clear labelling of ultra-processed products, banning misleading advertisements, and preventing celebrity endorsements of such foods.
The organisation also urged the government and CSIR-CFTRI to reconsider their partnership with McDonald’s and prioritise genuine public health initiatives free from commercial influence.
NAPi also requested that Kapoor stop endorsing ultra-processed food products, warning that it could risk both public health and his reputation.
(Edited by Sumavarsha Kandula)
