From e-cigarettes to Coke Zero, people see ‘light’ alternatives as healthier – based not on the ingredients, but on everything from packaging colours to product labels. But if it’s simply a matter of perception, is a ‘healthy high’ truly achievable?

With smoking in decline, e-cigarettes are anticipated to be the future – but only by being culturally relevant can new brands like Vuse stand out. Will this high-tech alternative be enough reason for smokers to switch entirely?

People are under increasing pressure to be the best versions of themselves they can be: to eat healthily, spend carefully, live ethically and achieve, achieve, achieve. But as the pressure increases, so does the need to let off steam.

If obesity is an international crisis, sugar is increasingly cast as the chief villain. In response, Coca-Cola, the world's most valuable brand, has openly pressed moral 'reset', throwing itself into the drive for collective health improvement.