https://consumerist.com/2017/08/23/can-retailers-use-stealth-calorie-cuts-to-get-shoppers-to-eat-healthier/

While there is a large segment of the population always looking for healthier, lower-calorie food options, there are some shoppers who like the things they buy just the way they are — and who react negatively when their favorite foods are tweaked. Is there a way to get these folks consuming fewer calories?

Maybe just don’t tell them they’re eating a lower-cal version, suggests a new study, published this week in the International Journal of Behavioral Nutrition and Physical Activity. Researchers at the University of Copenhagen wanted to find out if “silent reformation” — cutting calories from store-brand processed foods without explicitly telling people it’s different — could be a good way for retailers to contribute to lower calorie intake in the population.