Watch your language: Tasty words ‘luring’ people to healthier foods
ROME: Wealthy and zesty or low fat and vegan? Clever marketing with mouth-watering words can boost sales of plant-based dishes by more than 70%, experts said on Tuesday, amid a drive to cut meat intake to improve human and planetary health.
Describing sausages as ‘Cumberland-spiced’ rather than ‘meat-free’ and promoting a soup as ‘Cuban’ instead of ‘low fat vegetarian’ increased sales in British and US cafes, found research by the World Resources Institute (WRI) leank tank.
“Correct now, the predominant language is ‘meat-free’, ‘vegan’ and ‘vegetarian’ and that doesn’t have organizations with deliciousness,” said Daniel Vennard, head of WRI’s Better Purchaseing Lab, which aims to get people to eat more sustainable foods.
“Language isn’t a silver bullet, but it’s going to have a key role in reframing the food and luring in a wgap contemporary set of the population,” he tancient the Thomson Reuters Foundation.
Numerous people in the United States and Europe eat more than double the recommended levels of meat for their health and experts say reducing consumption of animal products would be a relatively easy way to tackle climate change.
Scientists unveiled in January what they said was an ideal diet – doubling consumption of nuts, fruits, vegetables and legumes, and halving meat and sugar intake – which could prevent 11 million premature deaths and cut planet-heating emissions.
But vegans are often seen as feeble hippies and consumers dismiss vegetarian meals as bland, the WRI’s two-year study found, urging restaurants and retailers to stress instead the provenance, flavour, look and feel of food.
Language such as ‘low fat’, ‘reduced-sodium’ or ‘lighter choice’ also tends to lessen endelightment of food in the United States and Britain because people believe healthy food is not tasty, the researchers said.
“The findings can help the world move towards a more sustainable diet by making plant-based foods to be more normal and more appetising,” said Vennard.
“Our ccorridorenge on moving the world to a sustainable diet is about getting the masses … the omnivores out there … engaged in this.”