Health‐responsible Food Marketing

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Abstract
Health‐responsible food marketing in the deepest and technically most challenging sense is more than legitimate marketing (complying with the food regulations), marketing under a company policy of nutritional composition, or even health‐image marketing (seeking to meet the health concerns of some food consumers). Fully health‐responsible food marketing is taking existing commercial options or opening up new ones for the design and presentation of appealing food and beverage products which support those habitual patterns of behaviour that on current evidence are likely to promote physical health while satisfying consumers′ other desires. The concept is illustrated by the need for technological and marketing developments that would help to prevent obesity. These would, for example, on long‐standing theory and recent field evidence, support the zero‐calorie drink break and its complete differentiation from the quick and convenient light meal.