Taco Bell’s campaign to get us to choose a Crunchwrap when the late-night munchies hit (a concept known as the “Fourthmeal”) has been going on for a while now. It’s been the subject of lots of blogging and has even ended up in the Urban Dictionary.
The Lakeland, Florida, Ledger puts the Fourthmeal question to college kids, teens, and nutritionists in a recent article.
The upshot: Young people like eating fast food late at night, though nutritionists believe it can make them gain weight: “What I tell people about fast food is it’s great if you’re in a hurry—to die,” said James J. Kenney, director of nutritional research at the Pritikin Longevity Center in South Florida.
Still, the article did include this gem of a quote from Taco Bell spokesperson Rob Poetsch:
Taco Bell counters that Fourthmeal’ isn’t intended as a literal suggestion. ‘We’re not encouraging people to eat four meals,’ Poetsch said.
“Freedom is slavery,” he did not go on to say. “Ignorance is strength.”