Kiwis are befriending the companies health experts love to hate.

Burger, chocolate, pizza and sugary drinks make up eight of the 15 most liked New Zealand business brands on Facebook.

Les Mills gym slips in at 13, 10 places below PlayStation.

Companies use social media to earn friendships by offering discounts, freebies and competitions.

KFC's announcement of adding a pie to its menu quickly invaded Facebook's newsfeeds recently.

Fight the Obesity Epidemic spokeswoman Dr Robyn Toomath said everything was going in favour of the fast food companies.

"They've honed their techniques, they have big marketing budgets and they are highly successful.

"It's not the case that marketing has shifted from television to Facebook, it has just gone `boof' everywhere."

Toomath said she didn't blame the companies, which were merely serving shareholders.

Fight the Obesity Epidemic is calling for the Government to enforce greater restrictions on fast food, similar to those on tobacco and alcohol. "Why are we deciding it's OK for food with no nutritional value and which is linked to the obesity epidemic to be marketed in an unrestrained way?"

Toomath said she supported taxes on soft-drinks, restrictions on marketing, and tougher regulations on fast-food operations.

The list of the most popular businesses aimed at New Zealanders includes McDonald's, Lemon & Paeroa and Domino's Pizza.

Social media expert Michael Carney said food and beverage companies were among the most willing to try new things to gain popularity.

Facebook users also liked to show their support for a brand or receive updates online.

"Sometimes the power of the brand is something desirable to align with."

Noticeably absent from the list of companies viewed as villains by health experts were cigarette and alcohol brands.

Carney said Facebook had regulations for companies advertising on its site, including age restrictions on people befriending alcohol companies.

"They also have to abide by liquor licensing laws and promotional regulations in this country."

- © Fairfax NZ News