Over the past decade consumers in Australia and elsewhere have increasingly been confronted with a fast growing number of health food products. This profusion of health foods is accompanied by a proliferation in popular culture of professional nutritional advice on what is 'good to eat'. The...

This paper tries to draw links between the creation of new Diderot unities (products consumed in a group and that have an internal consistency based on lifestyle) with “impulse purchases” as key departure products. A study, using exploratory in‐depth interviews, is reported. Common themes...