No increased consumption of snacks with the Choices stamp

July 19th, 2012

New research on consumption behaviour around the Choices stamp showed that when the stamp is found on a package of chocolate mousse cake, consumers consider it to be less unhealthy than the same chocolate mousse cake without the Choices stamp. However, no significant differences in consumption and tastefulness were found between the “Choices cake” and the “non-Choices cake”.

Using a cross-over design, researchers at the VU University in Amsterdam provided 36 female subjects with information on the Choices Programme, served them a piece of cake without the Choices stamp, and asked them to complete a questionnaire. After a one-week wash out period, they returned to taste another piece of cake (this time without the Choices stamp, or vice-versa) and to complete the same questionnaire. Identical cakes were used in all of the tests; in reality, these cakes do carry the Choices stamp. In both cases, the participants consumed about the same amount of cake and considered them to have the same level of tastefulness, regardless of whether or not there was a logo. This suggests that the Choices stamp does not result in compensatory behaviour (eating more cake because it is perceived to be healthier) or perceptions of less favourable taste. The article has been published online in the journal Appetite. Further research is needed to determine the effect on other types of products, especially those generally perceived to be healthy.