Krispy Kreme Challenge: 5 Miles, 12 Doughnuts, Keep It Down

Have you heard of the Krispy Kreme Challenge? Run 5 miles while eating 12 doughnuts... and trying to keep them down.

The News & Observer: Krispy Kreme Challenge: 5 Miles, 12 Doughnuts, Keep It Down

The race also raises money for a children's hospital. So what's wrong? Some exercise, some fun and even a way to help sick children - isn't that great?

Not really.

This is a great way for the Krispy Kreme brand to get associated with nice things, while making it feel normal to binge on donuts. Why do we let them do that?

Would we join a Marlboro Challenge that encouraged people to smoke five packs of cigarettes while running, and raised money for their own children's hospital? Not likely.

My guess is that the Krispy Kreme Challenge is going to be equally unthinkable in the future. And that children's hospital will find it wise to give the money back. In the middle of an epidemic of childhood obesity many kids already end up in the hospital because of brands like Krispy Kreme. Nothing fun about that.

By the way - if you're wondering - to burn the calories in 12 extra donuts you'd have to run for about five hours.