In a world where food availability has never been greater, choice is an increasingly important and complex topic that impacts on many consumer behaviours ranging from; food safety and poisoning (Griffith et al., 1995), environmental issues (Polymeros et al., 2015; von Meyer-H©œfer et al., 2015), to health and wellbeing, (Ding et al., 2014) including obesity and obesity related diseases (Babooram et al., 2011; MacPhail et al., 2014; Robertson et al., 2014). It is now well recognised that knowledge alone is not enough to explain food related choices and actions (Mullan et al., 2013). This in turn.