05 Jul 2013 It’s not meat, it’s protein
After all the pink slime and horse meat fiascos that have angered and concerned consumers in many countries, it appears the word “meat” just isn’t working up the appetite like it used to. One euphemism we might see more of is “protein”.
Bloomberg reports that later this month, Taco Bell (part of YUM) will start testing a new “Power Protein” menu in Ohio aimed at health-conscious consumers.
It will include items with more than 20 grams of protein and less than 450 calories per serving, such as a burrito and a bowl, both served with a double portion of chicken or steak. The menu is already being tested under the name “Fresco Power” in Southern California.
Missy Schaaphok, nutritionist and product manager for Taco Bell, says that the company is using the “protein” label on its new menu “because of the ingredients in these items”.
The emphasis on nutrition, rather than meatiness, is one consumers are likely to notice. Data from Infegy — a company that analyses user-generated content on blogs, social-media accounts, and other online sources — shows that 43 percent of conversations about “meat” over the last six months were negative and often included such words as “bad”, “concerns” and “problem”.
On the other hand, only 6 percent of conversations about “protein” were negative. Most people associated it with words like “good”, “healthy” and “delicious”. The result: Some 91 percent of conversations about the “Power Protein” menu have been positive, according to Infegy.
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