RedTracker| People who buy organic cookies underestimate its calories by about 40%. The behavior is related to the perceived ‘health halo’ says study coauthor, Brian Wansink, Cornell professor and author of the book, ‘Marketing Nutrition’.
“It’s the same basic reason people tend to overeat any snack food that’s labeled as healthy or low fat. They underestimate the calories and over-reward themselves by eating more.”
Wansink has a strategy that worked for us: estimate the calores in your food; then double it.