In the hustle and bustle of daily life, junk food has become part of a routine for many as grabbing a quick bite to eat on a lunch break or being too busy to cook in the evening is rapidly becoming the norm. Despite regular reminders by PR consultants in the healthcare field of the high salt content and unhealthy shortcuts involved in these meals, they continue to be popular and there now may be a reason why: junk food has been proven as undeniably addictive. In a recent study, results emerged that fatty foods release the same chemicals in the brain, ‘the feel-good chemical dopamine’, as tobacco and drugs which create an addictive response. The consumer, therefore, becomes unable to deny their junk food cravings.

These food addiction experiments were conducted on rats at the Scripps Research Institute in Florida where, according to the Daily Mail, the rats who were ‘used to junk food refused to let the [small electric] shock get in the way of their high calorie food.’ This determined attitude is replicated in consumers and, furthermore, it appears their habits are much more challenging to alter. Professor Kenny continues to explain ‘when we removed the junk food and tried to put them on a nutritious diet they simply refused to eat.’ For those working in Health PR this is a worrying statistic, yet it opens the opportunity for healthy living to be further endorsed. Surrounded by fast food advertisements and publicity campaigns, only successful public relations consultancies will be able to get noticed amongst the crowded realm of food outlets and eradicate the resolute attitude of these junk food consumers.

It is therefore no surprise that the rise of obesity has become a growing problem in Britain with the stresses of life putting an emphasis on convenience food which is often sugary or unhealthy. It has also been stated that the average adult only eats three portions of fruit and vegetable in a day, rather than the recommended healthy amount of five. It seems there has never been a better time for effective public relations to promote the importance of healthy living.

However, the fast food industry continues to boom even at the hands of negative press. With the new results of this experiment providing some reasons for the success in fast food restaurants, those working in public relations will need to work hard to modify the mindset of these addictive consumers. In order to help turn this situation around, the health sector needs to be overseen by reputation management to encourage alternative eating routines. Companies such as The Pure Package offer a healthy delivery food service, presenting convenient nourishing meals which may serve to substitute the quick fix of fast foods.

Although many fast food restaurants have a strong commercial upholding, it is imperative that the profile of healthy lifestyles continues to rise, particularly with the emergence of the addictive chemicals released through junk food. The work of PR agencies can help to change the direction of Britain’s eating habits from junk food junkies to healthy individuals.