Read the article and answer the following questions. The answers must be very close to the text.

- Who took part in the discussion? What was it about?

- What is called ‘national epidemic’? Find other synonymous expressions.

- What is Mudd’s idea? His suggestion?

- What was the response?

- Why are consumers called ‘vulnerable’ and ‘fickle’?

- Who is ‘a game changer’? In which way?

- What is conjoint analysis? What is food engineering about?

- The story of ‘Howard’s gift to the American people’.

- How did Moscowitz career start? What is ‘sensory specific satiety’?

- Why were 1980s tough times for Oscar Mayer?

- How did Drane solve the problem?

- How were ‘Lunchables’ born?

- Why can’t processed food be healthy?

- How did Kraft officials respond to criticism?

- What consumer category is ‘Lunchable’ catering for? Why?

- Do Bob Drane’s family eat their product?

- How have Finish improved their health?

- What age group have the processed food producers been focused on? Why?

- What is the essence of cohort study (panel study)?

- What is the line extension?

- What is a ‘perfect chip’?

- How did potato ship get into American schools?

- Why was ‘fried’ changed into ‘toasted’?

- Why is it so important for Coca-Cola to keep ‘heavy users’?

- How has the company changed its goals? What is their new strategy?

- Comment on the Dunn’s phrase: ‘We are pro-junk-food behavior but anti-junk-food establishment’.

1. WHAT SOLUTION OF THE PROBLEM CAN YOU THINK OF?
2. Compose an interview with a business executive of one of the processed food companies discussing the problem. Use the active vocabulary from the article.

Vocabulary work: find the words and expressions in the article and be ready to explain their meaning in context

- a marketing pitch

- doing penance for

- after his pitch they were relieved

- paying my karmic debt

- in favelas

- contrivance / beyond human contrivance/ honesty rather than contrivance

- franchise

- irreverent

- giving a product a personality

- to placate

- throw up

- a potential boon / boon companion

- hawking

- he had an epiphany

- to counter obesity

- touched off a new scramble by

- drew a volley of scorn

- in a craving for more

- addictive food

- researchers parsed the data

- regular fare served by restaurants / to fare

- a cohort study

- has huge growth potential

- the line extension

- commendable / her work was highly commended / the journalist was highly commended for his reporting of the case / this strategy is not likely to commend itself to the public

- baby boomers

- tapering off

- came and went in a blink

- high-profile products

- on a rare cold streak / have a jealous, rebellious streak

- from a vantage point

- intercepted him / interception of mailsedentary lifestyle

- this plague was not just a quirk of genetics

- in the trove of records / treasure trove

- limbic brains

- give it to them with both barrels / get over a barrel

- a précis on

- to sell its wieners

- delve into adolescent psychology

- in its earliest incarnation

- C.E.O.

- With production costs trimmed

- Sommelier

- Craving the product will induce

- To achieve the greatest allure

- Tapped him to try / tap sb for sth

- To contemporize

- Focus-group sessions

- inconsistant

- pique the taste buds enough to be alluring / in a fit of pique

- mastering the bliss point

- to curb obesity

- no quams aboutprewing out of

- silos

- litany of variables

- get people hooked on foods

- willing whistle blowers

- gluttony

- gout

- gain a deeper understanding

- over whom the industry……held sway

- the toll taken on the public health

- culpability

- veritable desert

- screw around

- stomach share

- in attendance

- discharged

- honing the message to its barest essentials

- scripted the meeting carefully

- posed the greatest health concerns

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