Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Despite rising awareness of the importance of a balanced diet, many Britons are finding it hard to manage their weight. As a result, the government and public health campaigners have challenged food and drink brands to enable healthier choices, but is this enough to stem an obesity crisis?

Frozen meals have fallen out of favour. But Hungry-Man – one of the oldest and least healthy brands in the category – has experienced a surge in popularity. With 1,500 calorie, 'XXL' portions, could Hungry-Man's big food be seeing success by dealing in the business of indulgence?

Portion sizes have grown over the last 50 years, along with the perception that bigger meals offer better value for money. Yet there is increasing evidence that people value brands that help them to be healthier, and when it comes to portion sizes, they can be persuaded that less is more.

Burger fads and 1,000-calorie ready meals hardly fit in with a society that’s increasingly obsessed with healthy eating. But while these polarising trends paint a schizophrenic food landscape, they show how indulgent foods express our freedoms. After all, no one likes to be told what to eat.