Packaging design is an important factor when consumers look out for healthy food. The study tested for effects of packaging color and health claims of a fictional fruit yoghurt package on attitude towards the product and subsequently, consumer's buying intention, using a 2 × 2 between-subjects experimental design. We also tested whether interest in healthy food is a moderating factor. We found no evidence to support that visual cues (color) and textual cues (health-related advertising claims) are effective in influencing consumer attitude towards the product. Consumers did not show a more positive attitude towards products presented in low-arousal packaging colors (green/blue) compared to high arousal packaging colors (red/yellow). Also, the claim "palatability" did not result in a more positive attitude towards the product than the claim "healthy". A moderating role of interest in healthy food could not be confirmed. The results confirmed, however, a significant relation of attitude towards the product and buying intention. Thus, buying intention could be explained mostly by whether consumers had a positive or negative attitude towards the product, which confirms that people's attitudes are powerful predictors of buying decisions. association with a healthy lifestyle and the societal interest in eating healthier [4,9]. A large proportion of sugar-containing products use labels that position them as healthy despite containing high levels of sugar [8].Changing the packaging design, adding information on labels, or even altering brand names are commonly used strategies to guide health-conscious consumers towards these BFY products [10,11]. In particular, food packaging helps consumers to intuitively assign food into categories such as "healthy" and "unhealthy" [12][13][14]. In relation to product packaging, it means that health-related claims like "low in fat", "lowers cholesterol", "without added sugars" or "good for your bones", or even certain images or packaging colors that denote health, induce consumers to believe that the product would be good for them and as a consequence, influence purchasing behavior [10,15]. Yet, it remains unclear how, and on the basis of what type of information, consumers perceive products to be more or less healthy. It further remains unclear if these different perceptions affect their attitudes toward the product and subsequently, the intention to consume the product.A theoretical model that aims to explain the effects of food cues on consumption behavior is the Reactivity to Embedded Food Cues in Advertising Model (REFCAM) [1]. Studies have shown that exposure to cues of palatable foods can lead to consumption by activating automatic eating responses-both physiological and psychological [1,[16][17][18]. This reactivity to food cues is difficult to suppress, in particular among individuals that are susceptible to these food cues [1,[19][20][21][22]. More specifically, health-related cues on food packaging can lead to the formation of positive attitudes towards the brand and product,...