I would direct the honourable gentleman to this sentence: "For example a shopper deciding on a meal to cook for supper might be advised to buy quinoa instead of rice, Waitrose said."
Apart from being the most middle class sentence ever, what is actually intended is that the customer should be guilted into buying something about eight times more expensive than rice under the guise of pretending to care about their health.
Mind you, one could while away an amusing afternoon in Waitrose by taking things like pork pies, Sunny Delight, sausage rolls and lard up to shop assistants and asking them to suggest healthy alternatives.