VTT's Eeva Rantala presented the results of four nudge experiments that demonstrated how the so-called nudge approach can support healthier food choices in various eating contexts.

1. Redesigning food choice architecture
to facilitate healthier choices:
results of four nudge experiments in Finland
Eeva Rantala1, Saara Vanhatalo1, Elina Järvelä-Reijonen2, Kyösti Pennanen1,
Johanna Närväinen1, Kaisa Poutanen1, Marjukka Kolehmainen2, Leila Karhunen2
1VTT Technical Research Centre of Finland, Kuopio and Espoo, Finland
2Institute of Public Health and Clinical Nutrition, University of Eastern Finland, Kuopio, Finland
Contact: eeva.rantala@vtt.fi; @EeRantala
poster ID204

2. Rantala et al. NNC2020, poster ID204
 Choice architecture: the way in which available choice options are arranged
and presented in the context in which people make decisions*
• for example, the distance, order, visibility, size, and convenience of foods
 Nudge: an aspect of the choice architecture that alters people’s behaviour in a
predictable way without forbidding any options or significantly changing their
economic incentives*
 Aim of this work: to explore the effects of four separate nudge experiments
designed to increase healthier food and beverage choices
The choice architecture of the food
environment influences dietary behaviour
*Thaler and Sunstein. Nudge: Improving decisions about health, wealth, and happiness.
Updated ed. London: Penguin Books; 2009.

3. Rantala et al. NNC2020, poster ID204
Four nudge experiments
B) Research seminar (n ≈ 50 attendees)
Aim: increase mixed green salad consumption
Intervention: place first in line, increase visibility with
stands and perceived variety by serving salad components
from separate dishes, use larger serving utensils
A) Restaurant opening (n ≈ 80 attendees)
Aim: increase rosehip smoothie and dark chocolate rocky road
consumption
Intervention: place first on menu and in front row / first in line
D) Workplace coffee break (3 occasions, n = 30−44 attendees)
Aim: reduce sweet bun and increase fruit consumption
Intervention:
1. double the number of sweet buns available while reducing bun
size from 80 to 40 g, increase fruit varieties from 1 to 3 and
consumption convenience by serving fruits ready to eat
2. besides the above, also increase perceived variety by serving
fruit varieties from separate dishes
C) Industry fair (n ≈ 1000 attendees)
Aim: reduce muesli bar consumption
Intervention: double the number of muesli bars available while
reducing muesli bar size from 20 to 13 g

4. Rantala et al. NNC2020, poster ID204
Four nudge experiments
B) Research seminar (n ≈ 50 attendees)
Aim: increase mixed green salad consumption
Intervention: place first in line, increase visibility with
stands and perceived variety by serving salad components
from separate dishes, use larger serving utensils
A) Restaurant opening (n ≈ 80 attendees)
Aim: increase rosehip smoothie and dark chocolate rocky road
consumption
Intervention: place first on menu and in front row / first in line
D) Workplace coffee break (3 occasions, n = 30−44 attendees)
Aim: reduce sweet bun and increase fruit consumption
Intervention:
1. double the number of sweet buns available while reducing bun
size from 80 to 40 g, increase fruit varieties from 1 to 3 and
consumption convenience by serving fruits ready to eat
2. besides the above, also increase perceived variety by serving
fruit varieties from separate dishes
C) Industry fair (n ≈ 1000 attendees)
Aim: reduce muesli bar consumption
Intervention: double the number of muesli bars available while
reducing muesli bar size from 20 to 13 g
0
20
40
60
80
100
120
140
160
180
200
Mixed green salad Salmon salad Greek salad
g/person
+35% −38%
−41%
0
5
10
15
20
25
Large (20 g) Small (13 g)
g/person
Muesli bar
−57%
0
20
40
60
80
100
120
140
160
Sweet bun Fruit
g/person
−60%
+86%
−59%
+71%
control intervention 1 intervention 2
In each experiment,
intervention changed
the selection of nudged
foods in expected
direction
0
5
10
15
20
25
30
35
40
Rosehip Banana-mango Apple-lime-spinach
n
0
10
20
30
40
50
60
70
80
90
100
Dark chocolate White chocolate
%
Smoothie Rocky road
+38%
+63%
+35%+3%
+11%

5. Rantala et al. NNC2020, poster ID204
 Nudges seem an effective approach to guide food choices towards a more
balanced direction in diverse contexts; particularly when nudges that increase
healthy choices are implemented with nudges that decrease less healthy choices.
 Three of the four experiments took place in one-off events. Nudges might have
greater impact on food choices when choosers have no established routines.
 With very subtle nudges and alike intervention and control foods, effects can
remain modest.
 To avoid unintended effects, careful design and piloting is recommended.
Conclusion
Finnish language publication: Rantala E, Vanhatalo S, Kolehmainen M, Järvelä-Reijonen E. Tuuppauskeinoja ruokaympäristön
valinta-arkkitehdeille. Kehittyvä Elintarvike 5/2019.
Funding: This presentation arises from the work conducted in two research projects: “Vital Selfie” (2015−2017) funded by Business
Finland − the Finnish Funding Agency for Innovation (no. 2726/31/2014), and ”Stop Diabetes─Knowledge-based solutions”
(2016−2019) funded by the Strategic Research Council of the Academy of Finland (no. 303537)