We often assume that adults make food choices logically, while children are easily influenced. But research shows that adults are just as suggestible as children when it comes to food. In fact, our expectations about food often shape how we experience taste more than the food itself. Simply changing the name of a dish can significantly alter how much people enjoy it. In one well-known experiment, adults rated “traditional Cajun red beans and rice” as tasting better than “red beans and rice,” even though both plates contained the same food. The taste did not change — only the label did.
This phenomenon is not new. During World War II, much of the commonly eaten meat in Western countries was diverted to soldiers, leaving behind large quantities of organ meats such as liver, kidneys, brains, intestines, and even animal heads and feet. These foods were nutritious, but people strongly resisted eating them. Interestingly, researchers found that taste was not the real barrier. When people were not told what they were eating, they often enjoyed these foods. The resistance came from the idea of the food, not the food itself. To overcome this, food planners created vague labels and “mystery meat” preparations. The lesson was clear: what people believe they are eating matters as much as what they are actually eating.
The same psychology applies today to healthy foods. Take soy as an example. In several experiments, people were given identical energy bars. When one bar was labelled as containing soy protein, participants described it as grainy and unpleasant. When the label did not mention soy, the same bar was rated as tastier. In reality, neither bar contained soy at all. This is known as a “phantom ingredient” effect — people literally taste what they expect to taste. A large body of research now shows that expectation, branding, and belief strongly influence taste perception, even in adults.
This insight can be used positively. Just as parents sneak vegetables into children’s meals, researchers tested whether hidden vegetables could work for adults too. The answer was yes. When pureed vegetables were quietly added to common foods like dals, curries, pasta sauces, or rice dishes, adults ate them willingly — even if they disliked those vegetables when served openly. Their dislike did not reduce how much they ate. In other words, adults behaved just like children, except they had fewer excuses.
The benefits were striking. By incorporating pureed vegetables into everyday meals, adults increased their vegetable intake by up to half a kg per day, without feeling deprived. At the same time, because vegetables are naturally low in calorie density, their total daily calorie intake dropped by about 300–350 calories, without conscious dieting. Sustained over time, this kind of change could theoretically lead to significant weight loss over a year, simply by eating smarter, not less.
This approach is especially relevant in India, where many adults say they dislike vegetables but happily eat gravies, dals, chutneys, sambars, and mixed dishes. Adding blended vegetables to rajma, chole, sambar, tomato gravies, or even atta dough is an easy way to improve nutrition without triggering resistance. The body benefits, even if the mind never notices.
The bigger message is this: most unhealthy eating is not a willpower problem — it is a psychology problem. Adults are not as rational as they think when it comes to food. By changing names, presentation, and visibility, we can dramatically improve diet quality without arguments, force, or strict rules. When healthy food feels familiar, tasty, and non-threatening, people eat it naturally.
In short, if you want adults to eat better, don’t lecture them. Rename it, reshape it, or hide it — and let human psychology do the rest.
References
• Wansink B, van Ittersum K. The influence of food names on taste perception and intake. Journal of Consumer Research.
• Pliner P, Mann N. Influence of labeling on acceptance of novel foods. Appetite.
• Wansink B, Payne CR. Eating behavior and obesity: the role of food psychology. Journal of Nutrition Education and Behavior.
• Spill MK et al. Effects of covertly incorporating vegetables into meals on adult energy intake. American Journal of Clinical Nutrition.
• Rolls BJ et al. Energy density and dietary intake: implications for weight management. American Journal of Clinical Nutrition.