Mega, monster or misplaced? Do portion size brand extensions meet consumer needs?

The purpose of this paper is to examine the brand extension tactics of food marketers, considering the implications in view of public health concerns related to obesity.

The paper provides examples of food marketers that have introduced and promoted healthy menu or product options and examples of product line extensions that are based on larger size as the differentiating attribute.

The paper finds that brand extensions that are based solely on introducing larger sizes may meet consumer needs and benefit organizations in the short term, but at the risk of diluting brand equity and compromising society's long‐term health goals.

The paper suggests that food marketers should consider long‐term brand equity issues and societal needs as well as short‐term corporate goals and immediate consumer needs when extending their brands.

The paper provides guidance for food marketers, identifying the potential shortcomings in applying the marketing concept to brand extension without consideration of broader societal needs.