A recent study finds that pre-schoolers believe food wrapped in McDonalds’ paper tastes better—even if it is non-fast food like carrots or apple juice. Sixty-three children from San Mateo County in northern California were asked to taste test identical foods, one covered in golden arches paper and one in unmarked paper and the unmarked items lost out every time. Head researcher Dr. Tom Robinson said the tots’ perception of taste was “physically altered by the branding.” Coincidentally, this study was released soon after more than a dozen food and drink companies, including McDonald’s, promised to cut back on advertising to children 12 and under.