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Matilda fans are left bewildered as latest musical feature sneaks in junk food product placements for major brands including Irn Bru, Walkers and Cadbury’s

  • Well-known snacks featured in the film included fizzy drink Irn Bru, Walkers’ Wotsits and Cadbury’s Curly Wurly
  • People were bemused by the references made without any explanation
  • Studies have revealed a link between on-screen advertising and child obesity

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It has won plaudits for its energetic music and heart-warming acting but viewers of the latest Matilda movie have been left bewildered at the junk food product placements which appear throughout.

The musical film, which has been adapted from Tim Minchin’s hit West End show, has sneaked in mentions for Scottish fizzy drink Irn Bru, Walkers’ Wotsits and Cadbury’s Curly Wurly.

During the scenes in the movie, which stars Emma Thompson and Stephen Graham, child characters are seen enjoying the high-calorie snacks. Recent studies have revealed a link between on-screen advertising and childhood obesity.

Irn Bru is first seen in the playground being drunk by one of Matilda’s friends. Matilda is later seen moving the tin with her eyes after learning that she has developed telekinesis which allows her to shift objects around without touching them.

Viewers of the latest Matilda movie have been left bewildered at the junk food product placements which appear throughout

Viewers of the latest Matilda movie have been left bewildered at the junk food product placements which appear throughout

While the amount of sugar in the drink was halved in 2018, a can still contains 4.5 grams – one fifth of the recommended daily amount for a child. 

The Bruce Bogtrotter character is also seen eating a packet of Wotsits in the playground, while a girl character is seen clutching a Curly Wurly.

Cinema goers were left bemused by the references which have been slipped into the storyline surrounding Matilda – a child prodigy neglected by her parents – without any explanation. 

One took to social media to say: ‘Had a family trip to the cinema to see Roald Dahl’s Matilda The Musical this afternoon and we’re mostly just chatting about the weird product placement of cans of Irn Bru in it!’

The Bruce Bogtrotter character is also seen eating a packet of Wotsits in the playground, while a girl character is seen clutching a Curly Wurly

The Bruce Bogtrotter character is also seen eating a packet of Wotsits in the playground, while a girl character is seen clutching a Curly Wurly

Another Twitter user wrote: ‘Took my very bookish 7yo to see Matilda The Musical movie at the weekend. We were unimpressed with the Nintendo advert before the film started but amused by the casual product placement of Curly Wurlys and Wotsits in the film proper.’ 

Another said: ‘Difficult to miss the constant product placement of Curly Wurly, Iron Bru & Wotsits in the new Matilda film!’ And one asked: ‘What’s with all the cans of Irn-Bru in the Matilda movie?’

Research in 2020 suggested unhealthy food advertising on TV before the 9pm watershed is responsible for one in 22 cases of childhood obesity.

A spokesman for the film was contacted for a comment.

Source: Daily Mail UK

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