Nutritional information, such as Nutri-Score ratings, labels, and claims like "low in fat" or "high in fiber," is designed to help consumers choose products with better nutritional quality. However, simply making healthier products more visible through packaging or labeling does not always lead to their increased consumption. For healthier foods to be more widely chosen, they must also deliver a satisfying sensory experience, including taste and texture. Many consumers say they want to eat healthier, but when it comes to actual purchases, taste is the most important factor for about 85% of people, according to a U.S. survey. This gap between health intentions and food choices is often explained by the "hedonic penalty" of healthy products — the idea that foods labeled as healthier are perceived as less tasty or enjoyable, even before being tasted. However, this explanation doesn't fully capture the complexity of the issue, as food evaluation continues after the purchase, during the actual tasting experience. A study presented in May 2026 at the 42nd International Congress of the French Marketing Association explored how the sensory experience of eating influences the acceptance of healthier foods. The research suggests that the decision to adopt a healthier product isn’t only based on pre-purchase beliefs but also on the actual taste and texture experienced after eating. This aligns with the theory of intrinsic and extrinsic indicators: extrinsic factors include packaging, brand, and nutritional claims, while intrinsic factors are the actual sensory qualities of the product, such as flavor and texture. To test this, researchers conducted an experiment with chocolate-flavored cereal bars. Participants tasted the bars in three stages: first without any packaging or nutritional information, then again with sensory evaluations, and finally with some products labeled as healthier. The results showed that the more indulgent (unhealthy) bars were more appreciated, not because of a bias against "healthy" products, but because they were perceived as softer, more aromatic, and more balanced in sweetness and texture. When health labels were revealed, preferences didn’t shift significantly, showing that the sensory experience, not just the label, determines acceptance. This highlights the need for a broader approach to promoting healthier eating. While nutritional information can raise awareness and encourage people to try healthier products, it cannot compensate for a poor sensory experience. For public health efforts and the food industry, the challenge is not just to make healthier products more visible but also to ensure they are enjoyable. Food manufacturers must work on improving the texture, flavor balance, and overall mouthfeel of healthier options to make them as appealing as their less-healthy counterparts. Only then can healthier foods become a regular part of people’s diets.