Applying industry practices to promote healthy foods: An exploration of positive marketing outcomes

The marketing and advertising efforts of food manufacturers and restaurants are often criticized for promoting less healthy foods. Yet, their marketing practices may provide a road map for the success of growers, producers, and marketers of healthy foods. This article proposes a framework for understanding the differences in marketing communications for healthy vs. hedonic foods. Specifically, an examination of the promotional efforts of hedonic foods as compared to healthy foods reveals marketing practices that can be adapted for healthy alternatives. Adopting these successful industry practices may promote a healthy shift in the eating habits of consumers and allow businesses that produce healthy products to thrive.