Are you ready to throw away the rule book on all those healthy food messages, increase your custom, grow customer loyalty, improve margins and make a healthy profit? If yes, read on…

Feel Good Family have developed the UK’s first accredited behaviour change workshop for food environments.  During our half day workshop you and your team can find out about what behaviour change solutions would work in your food environment and develop your own tailored plan to not only change eating habits, but also make a healthy profit.

Where we are now…

Eating patterns continue to change, the continued growth and choice of places to eat out is being driven by consumer lifestyle across all ages and the food market is highly competitive. Consumers are actively reducing their consumption of sugar and high fat foods (Kantar World Panel). Many factors influence our daily food decisions, but food choices are often impulsive and driven by emotions.  The last decade has produced health information overload, and research shows consumers already know what they should eat.  However, the current food offer pushes consumers towards less nutritious options (not great for impulsive food decisions!)

Barriers to making a change…

The biggest perceived barrier of food businesses to changing their food offer for consumer health is loss of custom and loss of profit.  The current economic climate of rising food prices and inflation increases the pressure.  Many food organisations care about consumer health, but maintaining a healthy profit is their priority, and rightly so – this protects and creates jobs.  Many food businesses don’t have ready access to behavioural science in simple terms to enable them to change their offer for consumer health and maintain the same levels of custom.

The solution…

Feel Good Family have developed the UK’s first accredited Healthy Profits behaviour change training workshop for food businesses.  The workshop:

• Breaks down perceived barriers for food businesses
• Embeds skills
• Enables food businesses to build profits and customer loyalty
• Builds knowledge of how behavioural science can be applied to food environments
• Provides ideas of effective methods to guide consumers’ impulsive decision making towards more nutritious choices
• Moves away from healthy food descriptions and heads towards the indulgent instead.

Presenting more nutritious foods with health restrictive ‘sugar free’ and health positive words e.g. ‘packed with vitamin C’ is a big turn off rather than a turn on (Stanford University). Eating out should be a pleasure after all!

This workshop combines all the best evidence based world research, enabling organisations to develop a plan tailored for their own setting that will not only create and maintain a more nutritious food offer for consumers, but maintain a profit and build customer loyalty at the same time.

The half day Highfield accredited workshop is suitable for organisations that care about the health of their customers, whoever they are, and recognise that poor food choices have a direct damaging impact on our lives and a wider economic impact.  It typically costs £99/delegate but contact us for a quotation based on your requirements. Find out more about the workshop here.

Explore what else we have on offer in our shop.

Do you want to make your feel good food menu items sound really tempting and increase sales?  Do you find your self spending ages trying to think of ways to make feel good food sound tempting without reverting to ‘super food, packed with vitamin C’?  If so, our Super Yummy ebook is for you!  As a spin off from our popular behaviour change book, Healthy Profits, you can focus on making feel good food taste delicious, and this useful tool makes it easier and quicker to describe the food and make it sound delicious to your customers too.

Whilst travelling up and down the country we see foods labelled as superfoods, lite, detox, eat smart, perfectly portioned, perfectly balanced, immunity boost, well we could go on and on. The truth is labelling foods as healthy does not work to increase how often they are chosen, even worse labelling foods in this way in isolation is a sure way to ensure they don’t get selected and go to waste, affecting your margins. What sounds more tempting?  ‘Healthy fruit salad (2 of your 5-a-day)’, or ‘fresh summer fruits and plump juicy berries’?  ‘Heart smart lamb wrap’, or ‘slow cooked lamb with aromatic Moroccan spices served with a crisp cucumber and mint salad in a soft wrap’?  This method of making your mouth water just by thinking about the experience of eating food because of a food description is called ‘taste suggestibility’.

We have reviewed the research, trawled the dictionary, thesaurus, cookbooks, menus and the internet to capture all the ways foods can be described, then conducted a study with focus groups and online surveys to find out what words makes food sound most tempting.  The taste suggestibility words are categorised in a useful book to help anyone involved in providing food for customers make healthier foods (we call these feelgood foods) sound more tempting and delicious.  We also provide tips about how to use the words and how to avoid common mistakes.

This book, together with our Healthy Profits book, will save you time and effort and give you the tools to really make a difference, and market your feel good food effectively and sell more feelgood dishes – leading to a healthy profit, healthier customers and greater customer loyalty!

All profits support the research and development of other useful resources provided by Feel Good Family.  Please support us by letting others know where they can purchase this book too!

For every book purchased, Feel Good Family will be making a donation to the Trussell Trust.  The Trussell Trust runs a network of over 400 food banks, giving emergency food and support to people in crisis across the UK, where thirteen million people live below the poverty line. In the last year they gave 1,182,954  three day emergency food supplies to people in crisis.