Want to create a healthy food brand? It’s all in the name A brand’s name can influence how likely consumers are to perceive it as healthy, reveals new research. The interest in healthy food has grown rapidly among both consumers and food manufacturers in recent years. Previous research has shown that as well as nutritional information, non-sensory factors such as portion size and the colour and shape of its packaging can all shape the consumer's perception of healthy food. However, it is less clear how brand names might influence perceptions of healthy food. That’s despite this being one of the most important external cues for product evaluation and which has been shown to affect the perceived quality of both products and brands.