Ahead of the Super Bowl, Pepsi has launched a campaign heralding its newly-improved Pepsi Zero Sugar drink. Fronting the tagline ‘Zero never tasted so good', the campaign leans into ideals of responsible indulgence, showing people that healthier treats don’t need to compromise on taste.

Plum has introduced a 'Naughty Rule' saving feature to help users find a comfortable middle ground between sacrifice and indulgence. By setting aside cash towards savings after purchases of guilty pleasures, shoppers will be able to positively reimagine their cash splurges.

The increased stress levels experienced in recent years have seen many Americans turn to junk food to cope, leading to greater permissiveness when indulging in ‘feel good’ foods. Canvas8 spoke to eight people about their relationship with comfort foods and their attitudes towards indulgence.

Health concerns have been exacerbated in the pandemic, and people are looking for ways to balance smart food and drink choices with a desire for comfort and indulgence. SkinnyBooze meets their needs with an online shop of low-cal and low-alcohol brands, shipped straight to buyers’ homes.