|Organisations||INSEAD Sorbonne University Behavioral Lab, American Marketing Association|
Rather than selling food as fuel as if they were in the energy business, food marketers concerned about public health and the obesity epidemic should consider focusing on eating’s pleasure. The strategy can also lead to improved firm performance. Instead of making more money by selling more food to more people more often, firms could profit from selling smaller portions offering more pleasure. The result would be a win for consumers’ health and enjoyment, as well as for business.