For good measure: Utensils offer a helping hand

For the new Prep & Portion line, the retailer worked with Pearlfisher, the same creative agency that helped launch the LOVE life sub-brand. LOVE life presents healthy foods in bold, attractive packaging that suggests the vitality of a healthy body more than the restraint often associated with cutting out fats.

Counting calories can be confusing, and can be almost impossible to do accurately for many common foods. By reminding consumers what a portion of food looks like, the Prep & Portion utensils make dieting a less numerical, more intuitive process.

The new range will appeal to consumers who share the self-improvement aspirations of the Self-Quants, but cannot be bothered to tally up numbers or record data with mobile apps.