Reframing Health Food – The Beginning of the Revolution

It’s been a long time coming but we are starting to see a cultural backlash against the somewhat unsustainable Clean Eating movement, which main focus is deprivation and control. There has been a revolution in health where food is starting to be part of self-care and wellbeing. It is not about the calories but the flavour and the enjoyment you get from food. Food has become part of a holistic lifestyle where it is fuel for the mind, body and soul. This new manifesto against clean eating seems to move the health debate forward into a new conversation that is exciting and refreshing. Let’s have a look at some of the things that are leading this movement:



Ruby Tandoh: The long awaited second cookbook by former Great British Bake Off winner Ruby Tandoh is titled Flavour: Eat What You Love, and includes recipes that put your appetite first.  Flavour encourages readers to follow their cravings and go wherever their appetite takes them. It is a celebration of the joy of cooking and eating. Ruby has recently written for Vice about the danger of the Clean Eating craze and how damaging it is for peoples’ bodies.


#SelfcareSaturdays: Bloggers have started to promote #selfcaresaturdays which encourages wellbeing by giving their followers a simple self-care idea to try each weekend, something that makes them feel special, and look after their bodies.  It is about having one day each week when you look after you. This movement is trying to subvert the wellbeing paradigm to one that is about feeling good and ready to face the world rather than trying to control it.



Eat Like A Girl: This London food blogger loves to travel and find exciting recipes.  Her blog encourages women to eat the food that they love – real food, delicious food, food that is packed with flavour. The recipes are built for cosy home cooking that will cheer your lunch box and your evenings rather than make you feel bad for eating.


Why this is interesting:

This is an interesting movement in the health conversation – it was getting pretty stale. In fact this approach to health and food feels much more nuanced – thinking about food not just pragmatically as a calorie, but at an emotional level.  It is changing the meaning of health and food and the way in which they are being communicated to people. Brands need to take note of this and monitor the ever changing health conversation closely, in order to be on top of the evolution of heath food and how people interact with it.



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