The right choice


The search for the right strategy to motivate consumers to choose a healthier diet

General objectives

Although many people know what a healthy diet is, it is not always easy to make the right food choices. Habits and emotions play an important role in this. It is also important to address the fact that consumers are flooded with information. This concept researches which communication strategies are most effective in creating a behaviour change towards a healthier diet for a specific target group. The possibilities for new technologies that would enable customised information delivery are also studied.

Expected results

  • Insight into suitable communication strategies for message, target audience and impact
  • Insight into strategies that encourage a healthier diet and promote behavioural change
  • Insight into new communication methods (apps, website, e-shop, etc.)

Other concepts whitin this roadmap

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From farm to fork

Retaining the nutritional value throughout the production process

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Measuring is knowing

Developing technological solutions for measuring the impact food on health

Delicious and healthy

Innovative food products and concepts that contribute to healthy eating habits

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The inner human

Unravelling and understanding the impact of food on human health 


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The involved consumer

Involving citizens in R&D in the area of food and health