The meaning of a better-for-you positioning

A US food researcher wrote recently that when it comes to snacks like crisps people are looking for the product to taste great and when they see that the product has a "better-for-you" positioning, they make the assumption that the taste will have been compromised. Good taste is mostly going to have priority over better-for-you when it comes to impulse purchases. However, this will not stop manufacturers from constantly trying to produce the better-for-you product that tastes great! If taste makes the shoppers happy, then you need to focus your efforts on providing the right products. This does not mean that you ignore the shopper looking for a better-for-you treat but it does mean that in providing for them you must not forget that the essential purpose of a snack is pleasure.