Portside

Previously companies created products and sold them via celebrities and marketing campaigns. The protein craze seems to have reversed this flow, with businesses desperately pumping out products to meet the demand created by social media influencers

Researchers from Minnesota State University Mankato showed that ‘storytelling’ combined with marketing tactics like coupons “significantly increases consumers’ consumption of unattractive produce”.

Health halo refers to the perception that a food product is generally good for us based on a single claim, casting subliminal power over our diets and dollars.