The research on controlling consumption of hedonic food demonstrates
that although portion-controlled packages (i.e., the 100 calorie
pack)license the consumption of hedonic foods, consumers prefer this
type of single-serving packaging.Portion-controlled packs take deliberation
out of the consumption process (Vale, Pieters, & Zeelenberg, 2008)
as consumers view such products as “diet food” (Scott et al., 2008).
What these packages offer that consumers like is convenience. Accordingly,
single-unit packaging trends have trickled down into healthful
food product categories.