The healthy living and eating movement permeating our society is stronger than ever. Whether it’s the result of trendy social media handles, foodies taking over the blogosphere, or the release of medical studies – it’s clear that the health-conscious market is here to stay. Although popular, some health foods still carry the stigma of being bad tasting or tasteless altogether. Andy’s Crisps and Nielsen used neuroscience measures to identify how to communicate health without compromising the perceived taste of Andy’s new gluten free cracker line within international markets.