Healthy is big for both consumers and vegetarian food manufacturers, and while previous studies have found that nutritional information can impact consumer choices, this new research finds that convenience also helps seal the deal. In a study from Carnegie Mellon University, researchers found that making healthier food choices more convenient for consumers to find will encourage them to make healthier choices.

With health and social consciousness front and center for many consumers, vegetarianism is considered by many to be a desirable, but difficult dietary goal. In many cases, consumers say they aren’t likely to adhere to a vegetarian diet simply because they prefer the taste of meat. Some consumers shy away from even tasting vegetarian food simply because they presume it won’t taste very good. The legacy of bland tofu and veggie burgers made at home from powdered mixes continues to linger.