Kidz Bite Back is a movement of kids educating others about the unhealthy practices of big food and beverage companies ("Big Fat Industries") and television networks and video game companies ("Couch Potato Companies"). The document provides examples of how these industries market heavily to children and the negative health impacts of their products. It encourages kids to spread awareness of living a healthy, moderate lifestyle and empowering themselves with knowledge to counteract corporate influences.

1. Copyright dewey & associates, 2011
Welcome…
kid created - kid led - kid spread
TM
Kidz Bite Back
101

2. Copyright dewey & associates, 2011
Kids Becoming Kidz
Fast Food, Soft Drink,
Junk Food Industries
National TV Networks,
Video Game Companies
Kidz Bite Back is a generation of Kidz who are educating America on Big
Fat Industries, Couch Potato Companies and the basics of being healthy.

3. Copyright dewey & associates, 2011
Who are Big Fat Industries?
• Fast food
McDonald’s, Burger King…and other fast foods
• Soft Drink
Pepsi, Coca-Cola…and other soft drinks
• Junk Food
Lays chips, Cheetos, Oreo’s, Captain Crunch cereal…and
other junk foods

4. Copyright dewey & associates, 2011
TO BURN OFF…
To Burn off a
KFC Pot Pie, biscuit and soda
You would have to wash your dog for 6 hours and 27
minutes without stopping
That’s ONE CLEAN DOG!
Big Fat Math, 2010

5. Copyright dewey & associates, 2011
TO BURN OFF…
But you and your dog are NOT done.
You also had fries so add another 1 hour and 50 minutes of dog-
washing!
That’s ONE IRRITATED DOG!
Big Fat Math, 2010

6. Copyright dewey & associates, 2011
TO BURN OFF…
Unfortunately, you had a Pepsi.
So keep going for another 1 hour and 40 minutes.
At this point, your dog may be bald from all the dog-
washing!
Big Fat Math, 2010

7. Copyright dewey & associates, 2011
TO BURN OFF…
We want to recommend you NOT
have dessert.
You have washed your dog for 9 hours and 57 minutes.
We don’t think your dog can take any more dog-
washing.
Big Fat Math, 2010

8. Copyright dewey & associates, 2011
TO BURN OFF…
To burn-off a large Oreo BK
Chocolate Sundae Shake
you would have to push a
lawnmower from one end
zone to the other on a
football field 124 times.
Drink This, Not That! 2010, by David Zinczenko, with Matt Goulding
Why are they Big Fat
Industries?

9. Copyright dewey & associates, 2011
A large McDonald’s Triple
Thick Chocolate Shake
has the sugar equivalent of
13 McDonalds’ Baked Hot
Apple Pies
Drink This, Not That! 2010, by David Zinczenko, with Matt Goulding
Why are they Big Fat
Industries?

10. Copyright dewey & associates, 2011
Kidz look at things differently.
Kidz have their own vocabulary.
Do you know what Kidz call soft
drinks, sports drinks and sugary
fruit drinks?
Liquid Candy

11. Kidz call this stuff
Liquid Candy because
it has the sugar
equivalent of candy
Copyright dewey & associates, 2011

12. Why is it Liquid Candy?
Drink This, Not That! 2010, by David Zinczenko, with Matt Goulding
Copyright dewey & associates, 2011
Soft Drinks
1 bottle of Sunkist (20 oz) has 84 grams of
sugar, which is the sugar equivalent of
21 sugar cubes or 6 Breyers Oreo Ice
Cream Sandwiches
=

13. Copyright dewey & associates, 2011
Why is it Liquid Candy?
Watch out for Smoothies!
1 large Smoothie King Peanut Butter
Plus Grape has the sugar equivalency
of 20 Reese’s peanut butter cups.
=
SOURCE: Sugary Drink FACTS, 2011

14. Copyright dewey & associates, 2011
Why is it Liquid Candy?
SunnyD is not really orange juice
http://eatthis.menshealth.com/slide/worst-kids-drink?slideshow=98453#sharetagsfocus
Source: EAT THIS, NOT THAT, 2013
“The vast majority of this bottle
consists of water and corn syrup,
with less than two percent coming
from concentrated juice swirled
with artificial colors, sweeteners,
canola oil, and sodium
hexametaphosphate (don’t ask).”

15. Copyright dewey & associates, 2011
Why is it Liquid Candy?
Sugary Fruit Juices:
Drink This, Not That! 2010, by David Zinczenko, with Matt Goulding
A Tropicana Tropical
Fruit Fury Twister (20 oz.
bottle) has the sugar
equivalent of
2 Reddi-wip 7 oz.
canisters

16. Why is it Liquid Candy?
Copyright dewey & associates, 2011
Sports Drinks
PowerAde (32 oz)
has 56 grams of sugar = to 14 sugar cubes
Gatoraide G Orange (12 oz bottle)
has 21 grams of sugar = to almost 6 cubes of sugar.
If you were sweetening an iced tea,
would you dump 6-14 sugar cubes in it?
Sounds disgusting.
Drink This, Not That! 2010, by David Zinczenko, with Matt Goulding

17. Copyright dewey & associates, 2011
Why is it Liquid Candy?
Drinking a soft drink, sports drink or sugary fruit
drink is like eating candy.
Would you eat candy 2, 3, 4 or more times per
day? So is it really smart to drink 2, 3, 4 or
more soft drinks, sports drinks or sugary fruit
drinks every day?
You decide.

18. Copyright dewey & associates, 2009
300,000 Americans die each year
from ‘diet-related diseases’ and
‘lack-of-exercise-related diseases’
It’s the 2nd
leading cause of death in the U.S.
(only tobacco kills more)

19. Copyright dewey & associates, 2009
We’re Not Saying Don’t Eat and
Drink the Stuff, just do it in
Moderation
Kidz eat and drink Big Fat
Industries stuff, but only in
moderation – the only healthy
way to do it

20. Copyright dewey & associates, 2011
Why Do Big Fat Industries want
you to eat and drink their
stuff all the time?
The more you eat and drink, the more money
Big Fat Industries make.
If you ate and drank
their stuff in
moderation, Big Fat
Industries would
make less money.

21. Copyright dewey & associates, 2011
• Natl. TV Networks - Nickelodeon,
Cartoon Network, The Disney
Channel
Who are Couch Potato Companies?
• Video Games – Xbox, Playstation,
Nintendo DS, Sony PSP

22. Henry J Kaiser Family Foundation (2003)
Copyright dewey & associates, 2011
Why are they
Couch Potato Companies?
• Kid with Couch Potato
Companies
= 44.5 hours per week
• Parent at a full-time job
= 40 hours per week
Each week a kid will spend MORE time with Couch Potato
Companies as does one parent at a full-time job

23. Copyright dewey & associates, 2011
Who are Couch Potato Companies?
Kids see an average of
more than 40,000 TV
ads per year
What products are these ads selling?
Larry D. Woodard, ABC news

24. Copyright dewey & associates, 2009
Why are they
Couch Potato Companies?
Nearly all (98%) of food ads
targeting kids promote unhealthy
food and drink.
Food and Beverage Marketing to Children and Adolescents Research Brief, 2008

25. Source: Yale Rudd Center 2013
Copyright dewey & associates, 2009
Why are they
Couch Potato Companies?
Average child sees 13 food commercials
everyday!
They mostly promote kids eating unhealthy stuff.
That is 4,700 times per year Couch Potato
Companies pester kids to eat and drink unhealthy
stuff!

26. Copyright dewey & associates, 2009
We’re Not Saying
Don’t Watch TV
and Play Video
Games
Kidz watch TV and
play video games, but
only in moderation –
the only healthy way
to do it

27. Copyright dewey & associates, 2011
Why do Couch Potato Companies
want you to watch TV and play video
games all the time?
• If you are outside playing,
Couch Potato Companies are
NOT making $$$$.
• If you watched TV and
played video games in
moderation, Couch Potato
Companies would make less
money (and we bet they
wouldn’t want that to
happen)

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33. Copyright dewey & associates, 2011
Now you are officially smarter than most
adults on the topics of Big Fat
Industries, Couch Potato Companies,
and how to live healthy.

34. Copyright dewey & associates, 2009
As kidS, you didn’t really know what was
going on.
As KidZ, you get it.
Just like Uncle Ben told Peter Parker, with great power comes great
responsibility.
Kidz responsibility is to spread the word.

35. Copyright dewey & associates, 2011
ITS KIDZ
VS.
It’s up to you!
BIG FAT
INDUSTRIES
an
dCOUCH POTATO
COMPANIES

36. Go change the world and make
it a better place for everyone