The interdisciplinary research team includes Dr. Zeph M. C. van Berlo, Dr. Marijn H. C. Meijers, Prof. Dr. Edith G. Smit, Yuyao Lu (FMG), Dr. Rob G. Belleman, Joey G. van der Kaaij (FNWI), and Prof. Dr. Joline Beulens (Amsterdam UMC). We spoke with them about the inspiration behind IMMUNE, the technology it employs, and the impact it aims to have on food environments. 

What inspired the IMMUNE project, and how did this collaboration come about? 

"Supermarkets are designed to capture attention—bright packaging, strategic product placement, and persuasive marketing make it difficult for consumers to focus on healthier choices, even with tools like Nutri-Scores. We wanted to create a solution that helps people cut through the clutter and see what really matters for their health. That’s where diminished reality comes in. Instead of adding more labels or indicators, we use technology to visually simplify the food environment. We realized that tackling this problem required expertise from multiple disciplines—so we teamed up with researchers in technology, consumer behavior, and nutrition science to develop an effective, science-based tool." 

How does diminished reality technology work in this project? 

"Diminished reality works like a real-time filter that selectively reduces visual distractions. In IMMUNE, this means that when consumers look at supermarket shelves through our app, the technology identifies unhealthy items and visually de-emphasizes them—for example, by blurring or fading them out—while healthier choices stand out more clearly. We initially tested this concept with specialized headsets, but we’re now focusing on a smartphone application to make it widely accessible. Our goal is to create an intuitive tool that seamlessly integrates into the shopping experience." 

What are the main challenges consumers face in unhealthy food environments, and how does IMMUNE help? 

"Modern supermarkets are filled with unhealthy temptations, and research shows that many consumers struggle to make nutritious choices when surrounded by an overwhelming number of options. Unhealthy products are often placed in prime locations, making them harder to ignore. Our tool helps by reshaping the way consumers perceive their food environment. Instead of relying solely on willpower or complex nutrition labels, shoppers can use IMMUNE to reduce distractions and focus on healthier choices effortlessly." 

What impact do you hope IMMUNE will have? 

"We want to empower consumers to take control of their food choices in an intuitive and effective way. If we can help people make small, healthier decisions every time they shop, the long-term impact on public health could be significant. This is just the beginning. As the project progresses, we hope to refine the technology, test its effectiveness in real-world settings, and explore how it can be applied beyond supermarkets—perhaps in other food environments like cafeterias and vending machines."