Have you ever been to Lochmuir or Willow Farm? No, because neither place exists. They are fictional locations created by Marks and Spencer and Tesco as origins for their Salmon and Chicken.

Associate Professor in Food Service and Applied Nutrition Heather Hartwell spoke to Which? Magazine about her research into food labelling. Discussing how the choice of wording can evoke different emotions and affect our food buying habits.

The article explains that words such as ‘real’, homemade and hearty attract people because the words evoke feelings of comfort.

Professor Heartwell said ‘These words fall into the “affective” category. They allude to emotions that can trigger happy memories such as grandma’s apple pie. Manufacturers, retailers and caterers play the nostalgia card and it persuades consumers to buy their goods.’

The article is printed in the current edition of Which? Magazine