A study of 63 low-income children ages 3 to 5 from Head Start centers in San Mateo County, CA, shows that they consider anything wrapped in McDonald’s branded packaging to taste better than the same items in plain wrappers. The items included not just typical fast food fare like hamburgers and french fries but also vegetables, milk and juice. The study had the youngsters sample identical foods in branded and unmarked wrappers and the unmarked foods invariable were deemed inferior in taste.

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