This paper examines how snack brands represent themselves as producers of healthy food through corporate stories on their websites. The increased emphasis on health in “the new public health era” has created a market for products promoted as healthy or with some kind of wellbeing association. Riding on this trend, many companies have emerged and positioned themselves as providing good food options. Employing the theory of social semiotics and using multimodal critical discourse analysis, we ask the following questions: How do these companies use corporate stories to make themselves appear as a better alternative than their competitors? How do they make their products appear healthy and attractive to consumers? And how can this kind of marketing help consumers choose healthier products? The analysis of 22 corporate stories of healthy snack companies shows that healthy eating is colonized by a moral discourse for marketing and branding purposes. Furthermore, the health qualities these companies claim to have are abstract, symbolic, and commercialized. We argue that these corporate stories provide no meaningful indication as to the healthiness of these products and can mislead consumers to consume less healthy food while having the intention to eat healthily.

本文通过其网站上的公司故事研究了休闲品牌如何将自己代表健康食品的生产者。在“新的公共卫生时代”，人们越来越强调健康，这为健康或具有某种健康联系的产品市场创造了机会。顺着这一趋势，许多公司出现并定位为提供优质食品。运用社会符号学的理论并使用多模态批判性话语分析，我们提出以下问题：这些公司如何利用公司故事来使自己成为比竞争对手更好的选择？他们如何使产品看起来健康并吸引消费者？这种营销如何帮助消费者选择更健康的产品？对22家健康零食公司的企业故事的分析表明，出于市场营销和品牌塑造目的，道德饮食已将健康饮食定为殖民地。此外，这些公司声称具有的健康品质是抽象的，象征性的和商业化的。我们认为，这些公司的故事没有提供有关这些产品健康的有意义的指示，并且可能误导消费者食用更少健康的食品，同时又有意健康饮食的意图。此外，这些公司声称具有的健康品质是抽象的，象征性的和商业化的。我们认为，这些公司的故事没有提供有关这些产品健康的有意义的指示，并且可能误导消费者食用更少健康的食品，同时又有意健康饮食的意图。此外，这些公司声称具有的健康品质是抽象的，象征性的和商业化的。我们认为，这些公司的故事没有提供有关这些产品健康的有意义的指示，并且可能误导消费者食用更少健康的食品，同时又有意健康饮食的意图。