McDonald's named 'pester power' favourite at Children's Food Awards

LONDON - McDonald's has had the dubious honour of scooping the Pester Power award at the inaugural Children's Food Awards. It picked up the award, voted for by a jury of 800 parents, for the way it markets its Happy Meals to children.

McDonald's winning of the Pester Power title comes only a day after the Independent Television Committee revealed that its controversial TV ad, which depicts a child lying to his divorced parents to get more trips to the burger chain, received more than 100 complaints from viewers.

Despite racking up so many complaints the ad escaped censure by the watchdog.

Other brands to be named and shamed in the awards were Kraft's Dairylea Lunchables, which picked up the Not in My Lunchbox award, and was condemned as "absolutely vile, over-processed rubbish".

Procter & Gamble's Sunny Delight was also criticised for being "thickened, artificially sweetened, expensive water", while Kellogg's Real Fruit Winders were damned because "47% is actually pure sugar".

The parent's jury, part of the Food Commission, said that Sun-Maid Raisins and Captain Organic dried fruit were more suitable for children's lunchboxes.

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