Food choice refers to how people decide on what to buy and eat. A complex set of factors that vary from person to person and depend on culture, heritage and up-bringing all influence food choice. We may look for price if we need to stick to a budget, or look for allergen information if we have a food allergy. But food choice can also be influenced by other characteristics that correspond to personal preferences (e.g., sustainability labels for fair trade, organic labels or health-related information such as health claims). Further personal factors influencing food choice can be habits (“I always buy this”) or taste. It can also depend on our mood and other factors such as appetite or being in a rush.