What is the IGGI™️ Mindful Eating Bowl?
What is ‘Calorie Cloaking’?
‘Calorie cloaking’ is what IGGI use as their main selling point. Through the design, IGGI can trick your brain into believing you are consuming around 900 calories, when in actual fact you only consume 600 calories. The picture below shows the ‘dip’ in the bowl used to calorie cloak that extra 300 calories. The physical restrictions of this design mean intake is cut by 33% on average.
Is there any science behind this?
In this image we have two orange discs, one with a large ring around it and one with a smaller ring. Despite both these middle orange discs being the same size, our minds trick us into thinking they are different sizes.
This bias has led to studies including Ittersum and Wanksick’s papers regarding large and small plate sizes. They argue if smaller plates are used, it can reduce overall consumption of food. The bias makes us perceive we have eaten a large amount of food, and thus we feel satisfied after the meal.
Furthermore, studies have also indicated differences in consumption between plates and bowls. Individuals tend to serve themselves and intake less from bowls, when compared to serving and eating from plates.
Other design features?
IGGI is a Japanese inspired stoneware bowl that is 100% eco-friendly, BPA & plastic free, microwave & dishwasher safe, and comes with a bamboo leakproof lid. As well as this they provide a bowl section guideline to ensure you eat the correct portion of fruit & veg, pulses, proteins and carbs.
Why is it red?
Although the red may seems slightly off putting to eat from, that is kind of the point!
Colour psychology in food has shown that individuals intake less food when they eat on red plates compared to that of white plates. Combining this understanding with the reduction of consumption in bowls, IGGI has created a product which uses all your biases against you, so that you can easily stop overeating.
Is IGGI the answer to all my diet prayers?
Although the science behind this is sound, I am still skeptical that this concept would work in all instances. Some more recent studies have argued that when one is very hungry and has a mild amount of food deprivation this may not work. Results have indicated that food deprivation makes us less susceptible to these illusionary biases, and so we will notice those 300 missing calories being ‘cloaked’.
Since this is a fairly new product, it will be interesting to see if it works for people and to what extent. Despite my reservations, I am very intrigued to try this ‘calorie cloaking’ experiment on myself!
Please see the video below for more information about this product!
If you have any thoughts about the IGGI™️ Mindful Eating Bowl please leave them in the comments below!
Wansink, B., & Van Ittersum, K. (2006). The visual illusions of food: Why plates, bowls, and spoons can bias consumption volume.
Wansink, B., & Van Ittersum, K. (2007). Portion size me: downsizing our consumption norms. Journal of the American Dietetic Association, 107(7), 1103-1106.
Van Ittersum, K., & Wansink, B. (2012). Plate size and color suggestibility: The Delboeuf illusion’s bias on serving and eating behavior. Journal of Consumer Research, 39(2), 215-228.
Zitron-Emanuel, N., & Ganel, T. (2018). Food deprivation reduces the susceptibility to size-contrast illusions. Appetite, 128, 138-144.
This is not an affiliated / paid review.
All images of IGGI™️ Mindful Eating Bowl are not my own, and are used from online sources. Links to sources are available through images and in references.