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.

Doing the supermarket shop with a reusable bag might be good for the planet, but it might not be that great for your waistline. Studies now show that using an eco-friendly tote bag actually makes people more likely to reach for the sweet treats and sugary snacks they'd otherwise avoid.

Boomers are shying away from the gym, with more than half avoiding regular exercise. With obesity and diabetes rates on the rise, older people are more health conscious than ever. How can the right mix of motivation and rewards tap into this lucrative demographic's desire to keep fit?

Bacon, two types of cheese and a slick of the Colonel’s secret sauce, squashed between two fried chicken fillets. KFC’s Double Down isn’t so much a sandwich as a deconstructed heart attack. And it's appealing to our grossest desires for spectacular, unapologetic indulgence.