Treating oneself to indulgent or greasy dishes will always have its appeal. Nevertheless, Western European consumers are increasingly health conscious. This megatrend permeates itself within foodservice on menus in the form of a growing number of low fat/salt/sugar/calorie/carbs, vegan/vegetarian, free from lactose/gluten/nuts dishes. In 2016, not only do we see an expansion in the number of brands increasing their healthy food options within casual dining and fast food, but also trial partnerships between specialist coffee shops and healthy eating brands, highlighting how even brands on the peripheries of the healthy eating trend are aware of its appeal and its potential for business growth.