Purpose The purpose of this paper is to examine the rationale and limitations of public nudging approaches currently to be found in the UK food choice environment.
Design/methodology/approach The paper uses a critical review of the literature with case studies.
Findings Nudging has potential value to assist healthier food choices, although the current focus of proponents tends to be the individual micro-environment for selection rather than the wider food choice context. Ethical questions are raised by nudging as a policy and limited evidence of success to date would suggest that a combination of personalised tools and public nudges – individual empowerment and attention to the choice environment – might be more effective for embedded healthier eating.
Originality/value This paper contrasts the underlying assumptions of the nudge approach by reference to the behavioural toolbox.