Instant food usually refers to precooked food that requires very little preparation prior to eating it. This often tends to include foods that are dehydrated and just require the addition of water to prepare. The marketing concept behind the idea of instant food is that people in fast-paced, mobile societies no longer have the time to cook and prepare food in the traditional manner, yet they still want meals that are nutritious and taste good. Convenience food labeled as instant food is an attempt to satisfy this need, while being palatable enough so that consumers will choose them over foods that require the use of recipes and cooking. Ready-made food sometimes has the reputation of being expensive and loaded with preservatives, additives, and other potentially harmful fillers, food colors, and so on, which can give it a negative image in the mind of the consumer when shopping for groceries.