The Problem with “Fitness” Branded Snacks


You’re getting fit, so you might as well stock up on those energy and fitness bars you’ve seen at the grocery store, right?


People who eat those tend to exercise less and eat more, according to a study in the Journal of Marketing Research.


Participants in the study, who were all people concerned about their body weight, were given either “Fitness” branded trail-mix or trail-mix just branded as trail-mix. The “Fitness” packaging included a picture of running shoes, apparently. Participants were told to help themselves to a snack and were given eight minutes to taste and rate the product. In a “different part” of the study, the participants were allowed to exercise as much as they wanted on a stationary bike.


People who ate “fitness” branded trail-mix ate far more, and they chose to exercise a lot less.

The Takeaway

As much as we hate the idea, branding affects our psychology and behaviour. It helps to have a plan in advance, though. If you’re watching your food consumption, know how much you’re going to eat in advance and stick to it. If you’re exercising, have a target and hit it. Don’t go with your gut—that’s how they get you.



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