There was a report published that suggested that the price of healthy food is one of the strongest factors in determining whether people will buy it or not:
http://onlinelibrary.wiley.com/doi/10.1111/j.1753-4887.2012.00518.x/full#ss2
A recent Forbes article leapt on this report and had the tagline, “Today’s food marketing is making us fat, but it doesn’t have to” (http://www.forbes.com/sites/insead/2012/11/20/can-food-marketers-not-make-us-fat/) and lists four great ways to help food marketers promote fresh food:
2 – drop the word “healthy” from fresh food advertising to stop the association of “healthy food” with “disgusting-tasting food” and use words like “natural taste”, or tap into the Green Living notion of “sustainable production”.