"All of us eat and 63 percent of us say we exercise on a weekly basis," Balzer said. "I have a ready and willing market with six out of 10 people who walk in the door, but the point that's most salient is free. I know of nothing that will change your behavior faster than money. Will it last? That's the question."
"I don't think there's a food company in America that doesn't have on its radar the health and wellness of Americans as a market," Mr. Balzer said. "They think it's a driving force in our behavior. I know it's not. I know the driving force of our behavior is taste buds."