Health psychology and consumer-led new product development

Part of the BAHEA project!
Laura's part of the project:
The point of departure for this project is that one major reason for this state is that there is a lack of consumer-based development of healthier food products. Healthier food products will improve public health only when consumers actually buy and eat them, and the development of healthier food products that consumers will prefer requires a thorough understanding of the way in which consumers form such preferences. New products need not only be healthy, they also have to fulfil consumers' demand for products that are appealing, tasty, convenient to use, and able to meet needs for variety, experience and stimulation.
This project has two general aims:
1) To generate knowledge on modifiable factors that prevent and factors that facilitate the purchase and consumption of healthier food products;
2) Building on this knowledge, to generate new product concepts that will induce healthier food choice.