The study, carried out by a team based at Scotland’s Rural College (SRUC) and published in the International Journal of Food Science & Technology investigated how ‘healthy option’ packaging labels feed into shoppers’ subconscious, sparking a range of behaviours which can lead to consuming more calories than they think. Faced with a bewildering array of food choices, the study found time poor shoppers tend to place trust in the ‘at a glance’ front of package messages rather than reading the […]