It sounds so simple: Take in fewer calories and burn more energy. But even though this is no great revelation, and many consumers would be very happy to lose weight, the advice doesn't always seem to work. That’s because eating is so much more than merely fulfilling the body’s basic energy and nutrient requirements. It has social and cultural aspects, it can provide comfort and, most importantly, it has to meet certain personal demands. Simply reducing sugar and fat in products will not provide a satisfactory eating experience.