This is not just any carrot...this is a twisted citrus-glazed carrot

Embargoed until: Publicly released:

Are veggies the victim of poor PR? US researchers tested whether giving veg luxurious labels such as “twisted citrus-glazed carrots” or “sweet sizzilin’ green beans" made them more enticing. The fancy-sounding names boosted sales by 25 per cent, and by 40 per cent compared with vegetables given 'healthy' labels — "lighter-choice beets with no added sugar" vs "dynamite chili and tangy lime-seasoned beets", for example — even though all the veg were exactly the same. The gourmet-style labelling also boosted veg consumption overall, they say, which could be useful in hoodwinking us all into getting more of our five-a-day.

Journal/conference: JAMA Internal Medicine

Link to research (DOI): 10.1001/jamainternmed.2017.1637

Organisation/s: Stanford University, USA

Funder: This material is based upon work supported by the Robert Wood Johnson Foundation and the National Science Foundation Graduate Research Fellowship Program (grant No. DGE-114747).

Media Release

From: JAMA

Using Enticing Food Labeling to Make Vegetables More Appealing

Does labeling carrots as “twisted citrus-glazed carrots” or green beans as “sweet sizzilin’ green beans and crispy shallots” make them more enticing and increase vegetable consumption?

Bradley P. Turnwald, M.S., and coauthors from Stanford University in California, tested whether using indulgent descriptive words and phrases typically used to describe less healthy foods would increase vegetable consumption because some perceive healthier foods as less tasty, according to a research letter published by JAMA Internal Medicine.

The study was conducted in a large university cafeteria and data were collected each weekday for the 2016 autumn academic quarter. Each day, one vegetable was labeled in 1 of 4 ways: basic (e.g., beets, green beans or carrots); healthy restrictive (e.g., “lighter-choice beets with no added sugar,” “light ‘n’ low-carb green beans and shallots” or “carrots with sugar-free citrus dressing”); healthy positive (e.g., “high-antioxidant beets,” “healthy energy-boosting green beans and shallots” or “smart-choice vitamin C citrus carrots”); or indulgent (e.g., “dynamite chili and tangy lime-seasoned beets,” “sweet sizzilin’ green beans and crispy shallots” or “twisted citrus-glazed carrots”).

Although the labeling changed, there were no changes in how the vegetables were prepared or served.

Research assistants discretely recorded the number of diners who selected the vegetable and weighed the mass of vegetable taken from the serving bowl. During the study, 8,279 of 27,933 diners selected the vegetable.

Indulgent labeling of vegetables resulted in 25 percent more people selecting the vegetable compared with basic labeling, 41 percent more people than the healthy restrictive labeling and 35 percent more people than the healthy positive labeling, according to the results.

Indulgent labeling of vegetables also resulted in a 23 percent increase in the mass of vegetables consumed compared with basic labeling and a 33 percent increase in the mass of vegetables consumed compared with the healthy restrictive labeling. There was a 16 percent nonsignificant increase compared with the healthy positive labeling.

The authors note they were unable to measure how much food was eaten individually by cafeteria patrons, although people generally eat 92 percent of self-served food.

“Further research should assess how well the effects generalize to other settings and explore the potential of indulgent labeling to help alleviate the pervasive cultural mindset that healthy foods are not tasty,” the article concludes.


  • JAMA
    Web page
    The URL will go live after the embargo ends

News for:


Media contact details for this story are only visible to registered journalists.