Mystification and obfuscation in portion sizes in UK food products

Concern has been expressed as to how obesity is framed as an individual responsibility easily solved with common sense. Such research has questioned the appropriateness of a size-based emphasis to public health. Moving away from the emphasis on the individual, this paper critically reviews consumer marketing techniques in the presentation of portion sizes, given what is known about human cognitive and physical limitations around food choice. Through a micro study of portion size in three products, cereals, cereal bars and yogurts, claims are made regarding marketing techniques of obfuscation in portion size presentation that at a macro level link to earlier critiques of marketing mystification. Findings suggest a number of specific obfuscators that could lead to passive overconsumption. The paper concludes that regulators should shift their emphasis away from the individual to examining marketing mystification and techniques of obfuscation. Information presentation should be more appropriate and consistent across brands within a product category.