How can healthy foods be rebranded to garner interest and uptake, without the use of a master chef? A study this summer looked at the effects of descriptive food labels on the amount of vegetables self-served at lunch. The researchers categorized four different labeling groups:
- Basic description (i.e. carrots)
- Healthy restrictive (reduced-sodium carrots)
- Healthy positive (vitamin-rich carrots)
- Indulgent (caramelized carrots)
The vegetables and their recipes remained unchanged regardless of the label type. However, the indulgently labeled vegetables had 25% more people select the vegetable than the basic description, 41% more than in the healthy restrictive, and 35% more than the healthy positive. And when the indulgent label vegetables were selected, the portion size selected was greater than when the vegetable was a basic or healthy positive label.
These findings suggest that how we talk about a food impacts how we interact with it. Once the self-service containers were weighed and paid for, we don’t know how much of that food the individuals ate. Perception seems to play a large role in intent, though, and I am curious to see how health communicators can turn that intent into sustainable action through reframing the perceptions of vegetables and other recommended healthy foods.