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In Britain the sales of foods marketed as healthier are rocketing. But what if the very food sold to us as healthier is making us fat?

Pierre Chandon, Marketing Professor at INSEAD and visiting Scholar at Harvard Business School, has done groundbreaking research into how fattening foods are marketed as healthy.

Chandon has discovered a ‘Health Halo’ effect whereby consumers often just assume something marketed as healthy is less calorific, and wrongly think they can eat more of it without getting fat.

He believes the food industry exploits the financial opportunities this phenomena represents and warns, ‘The paradox of low fat food and high fat people is not going to go away.’