The "healthy" Permission Slip.

Food companies are very good at highlighting the healthy things about their products. That's basic marketing.

What's more interesting is what we do with those claims. Sometimes seeing “high in protein” on the wrapper is all the justification we need.

This is often called the health halo effect: one positive attribute of a product gets promoted front and centre.

High in fibre. Organic. Natural caffeine. Sweetened by nature. Added electrolytes. Plant-based.

And everyone's current favourite:

High in protein.

The point isn't that these claims are untrue. Your favourite protein bar could genuinely contain 20g of protein. That tasty energy drink could contain naturally sourced caffeine from green coffee beans.

What's interesting is how those claims alter our perception of the product — and how easily they can become our permission slip to have them.

A health benefit doesn't automatically create a need.

I know. That's a slightly coachy sentence. So let's put it into the real world.

The kids have been a nightmare in the morning. You've rushed out of the house, haven't had breakfast and you're about to jump on the train.

You grab a protein bar and a banana at the station. Great. It's quick, convenient and fills the gap left by the breakfast you didn't have time to eat.

Another day...

You've finished work and you're heading home. Dinner isn't far away and you're not particularly hungry, but it's been a long day and you fancy a little pick-me-up.

You spot the same protein bar with High In Protein slapped across the front.

But this time it's solving a different problem.

In the morning, you needed something quick and convenient to replace breakfast. On the way home, you just wanted a tasty treat.

And this is where the health halo earns its money.

You know protein is good for you, and it just so happens to come wrapped up in something that tastes bloody good.

You no longer need to justify it or overthink it. The health halo shortcuts some of the decision-making for you. HIGH IN PROTEIN = good.

So you ate a protein bar what's the big deal?

Nothing inherently wrong with that, but if you're trying to lose 10–15lb, those extras 200 calories can start to add up.

In the morning, the bar replaced the breakfast you didn't have. On the way home, it's an addition. It's become an “and then” food — something you probably wouldn't have eaten otherwise, but the health benefit helped to justify.

The health halo can make something you didn't particularly need feel like a sensible choice.

And that's very different from saying a food is inherently good or bad.

So next time HIGH IN PROTEIN, ADDED ELECTROLYTES, NATURAL CAFFEINE or any other health halo catches your eye, ask yourself:

Do I actually need the benefit I'm being sold?

Sometimes you will.

Other times, you might just have found yourself a very convincing permission slip.

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Thanks,

Jamie