  Within this paper, we focus on the concept of complexity and how it is
represented in food blogging entries on Twitter. We turn specific attention to
complexity capture when looking at healthy foods, focusing on food blogging
entries that entail the notions of health/healthiness/healthy. We do so because
we consider that complexity manifests hedonism - that is the irrational
determinant of food choice above rational considerations of nutrition and
healthiness. Using text as a platform for our analysis, we derive bigrams and
topic models that illustrate the frequencies of words and bi-grams, thus,
pointing our attention to current discourse in food blogging entries on
Twitter. The results show that, contrary to complexity, that the dominating
characteristics in healthy food domain are easiness and speed of preparation,
however, rational and health related considerations may not always take
precedence when the choice is determined. Food blogging entries show
surprisingly little account of healthy food as being tasty and enjoyable. With
this we aim to contribute to the knowledge of how to shape more healthy
consumer behaviors. Having discovered the scarcity of hedonic connotations,
this work invites for further research in text-based information about food.
