In a bid to capitalise on the "artisanal" trend, fast food companies are craft-washing their mass produced products.
Coles and Woolworths' representation of "fresh" and "local" food reflects heightened interest among consumers about these values. But they also contributes to concerns about the supply chain.
Corporate philanthropy is not simply altruism by another name - it's being used by fast food giants to boost the bottom line.
It's no coincidence that "big food" is moving in on pet food.
By bidding the price of unhealthy food down, fast food marketers are normalising everyday consumption.
Fast food giant McDonald's has been feeling the impact of reduced sales, but a look at the broader sector shows unhealthy food is still going strong.