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?

Can our eating habits represent our identity? We sat down with Eating right in America author Charlotte Biltekoff to discuss how what we eat aligns with our aspirations and ethical codes, and our shifting perceptions of health.

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.

With a powerful elite of foodies taking to social media and demanding all things 'local, 'real', and 'independent' how can big food companies challenge the perception that they're part of the problem?