I'm currently watching "The Men Who Made Us Fat" (BBC2) with my mum and it suddenly struck me how these "fatty, sugary foods" are all called "fattening".
Undoubtedly within the human brain (for most people, who don't know the facts) this strengthens the association of "fat makes you fat", so why don't/hasn't we/somebody try rebranding edible fat?
Much like molten rock under the earth's surface is magma, and above the surface is lava?
