ABSTRACT
Healthiness is one of the major quality attributes that consumers look for in food products, second only to taste (Grunert 2005). However, in contrast with taste, healthiness cannot be perceived directly by the human senses; it is what is called a credence attribute. Health needs to be communicated, and this communication may be more or less credible and convincing. It may be understood correctly, or lead to different kinds of inferences in the mind of the consumer.
