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TealHelix aims to empower consumers with personalised and inclusive labelling solutions that promote sustainable food choices for everyone.

Partners

European Countries

€ HORIZON EUROPE

Years (2024-2028)

ABOUT TEALHELIX

Mission & Vision

Consumers have been surrounded by unsustainable food environments due to norms, cultural practices and media promotion. Green washing, semi-unofficial labels and dark nudging practices have been negatively affecting the trust of consumers, which meet the sustainability claims with skepticism and a growing lack of trust. Additionally, the general motivation to buy sustainable labelled food remains low, especially for vulnerable groups, as consumer needs are often not being addressed.

To address this situation and propose new solutions, TealHelix’s mission is to advance the state-of –the-art by proposing more targeted labelling approaches and increase consumer empowerment through personalisation and inclusion, by testing and implementing behavioural interventions in 6 European regions.

Objectives

Empower

Informed Food Choices

Providing consumers with personalized tool and clear information to make sustainable and confident food decisions.

Support

Vulnerable Consumers

Empowering those in challenging situations with personalised tools and tailored interventions for informed food choices.

Promote

Sustainable Food Habits

Enabling consumers with personalised motivation-aligned recommendations using insights from AI-driven tools.

Build

Standards & Trust

Establishing clear standards and delivering tools to strengthen trust in sustainable food labeling across the EU.

TEALHELIX

Our Consortium

TealHelix gathers a diverse group of seventeen (17) partners from eleven (11) EU countries. Led by KU Leuven, the consortium includes leading academic and research institutes, NGOs, market research companies and marketing agencies, each contributing their unique expertise and resources towards developing innovative approaches to sustainable food labelling.