Abstract
Healthy eating and nutritional values have received much publicity in recent years. At the same time, food manufacturers are expected to take responsibility in general and especially for health in both food production and retail. In this study, we examine how snack companies brand their products as healthy and responsible without specific health claims. We analysed interview material from five cases through the lens of Kujala et al. (2011) concept of responsible branding. Living in harmony with nature was common to all case companies but emphasizing responsibility was rarely the goal of branding. The companies had to balance the conflicting needs of different stakeholders and make difficult choices, especially about the taste and healthiness of the snack. Our research articulates for that the perception of responsibility is contextual, and thus responsible brands require modifications to operate in different markets.
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