Been for a run? Have a Mars bar. Donated to charity? Splurge on a dress. A growing body of research has highlighted an interesting quirk of human behaviour – moral licensing. Dr. Paul Conway, who studies the psychology of morality, explains to Canvas8 how good actions license bad behaviour.

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.

Lean Cuisine's #weighthis campaign shows women stepping up to the scale, but not to see how many pounds they’ve managed to lose. Instead they're placing wedding rings, college textbooks and even children on the scale. The message? Well-being is more important than weight.

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?