US FDA prices "lost pleasure" of junk food into calorie count rule

New York

US health regulators estimate that consumers will suffer up to US$5.27 billion in "lost pleasure" over 20 years when calorie counts on restaurant menus discourage people from ordering french fries, brownies and other high-calorie favourites.

The lost-pleasure analysis, which is criticised by some leading economists and public health groups, was tucked into new regulations published last month by the US Food and Drug Administration (FDA) which require chain restaurants, grocery store chains selling prepared food, large vending machine operators, movie theatres and amusement parks to display calorie counts.