Increasing Vegetable Intake by Emphasizing Tasty and Enjoyable Attributes: A Randomized Controlled Multisite Intervention for Taste-Focused Labeling

• DOI: 10.1177/0956797619872191
• Publication Date: 2019-10-02T15:16:03Z
• Authors: Bradley P. Turnwald; Jaclyn D. Bertoldo; Margaret A. Perry; Peggy Policastro; Maureen Timmons; Christopher Bosso; Priscilla Connors; Robert T. Valgenti; Lindsey Pine; Ghislaine Challamel; Christopher D. Ga...; Alia J. Crum
• Keywords: Moderation; Food Choice; Health Benefits; Healthy food; Bitter Taste

Healthy food labels tout health benefits, yet most people prioritize tastiness in the moment of choice. In a preregistered intervention, we tested whether taste-focused compared with health-focused increased vegetable intake at five university dining halls throughout United States. Across 137,842 diner decisions, 185 days, and 24 types, selection by 29% 14% basic labels. Vegetable consumption also increased. Supplementary studies further probed mediators, moderators, boundaries these effects. Increased expectations positive taste experience mediated effect on selection. Moderation tests revealed greater effects settings that served tastier recipes. Taste-focused outperformed merely contained words, fancy or lists ingredients. Together, show emphasizing tasty enjoyable attributes increases real-world which vegetables compete less healthy options.