AbstractsBusiness Management & Administration


Background: This thesis investigates the nutrient profiling models of ten different transnational companies, presented through the EU Pledge. The profiling models may be developed internally by the companies, and are used to categorise foods according to their nutritional composition – drawing lines between what is healthy and what is not. On the basis of this demarcation, the profiling models determine which products are eligible to be advertised to children. Considering the profitability of marketing, the companies have a clear vested interest in setting lenient criteria. How does that affect the research? Objective: Through looking at how information is transmitted and interpreted, thus framed, I aim to investigate whether the ten studied nutrient profiling models are valid, efficient and transparent, or if they are strategically and pragmatically construed on an ad hoc basis. Methods: This is a comparative multiple case study, a qualitative document analysis with an open-ended and exploratory design. Findings: The analysis suggests that the models undoubtedly contain elements of clear strategic framing, and found indications that the science on which they are based is chosen pragmatically to suit specific portfolio brands. Conclusion: If the EU Pledge is to support parents in making the right diet and lifestyle choices for their children, it needs a more standardised, transparent, and uniform approach, ensuring conformity and quality assurance. Keywords: Nutrient profiling models, framing, science, vested expertise.