By Humphrey Ukeaja
Love is in the air, or so we are told. Every February 14, as the world is draped in shades of red, Nigeria joins the global celebration of Valentine’s Day, a holiday synonymous with romance, affection, and, increasingly, indulgence. But beneath the heart-shaped chocolates, lavish candlelit dinners, and sugary confections lies a more insidious agenda – the calculated exploitation of love to promote unhealthy eating habits by the ultra-processed food industry.
This industry has masterfully hijacked special observances to promote excessive consumption of nutrient-poor, calorie-dense foods, exacerbating Nigeria’s already troubling prevalence of non-communicable diseases like obesity, diabetes, and hypertension. The link between these conditions and dietary habits is well-established, yet corporations continue to exploit emotional marketing tactics to associate love with indulgence.
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As a result, a celebration like Valentine’s Day in the country has become less about expressions of genuine affection and more about profit-driven gluttony that fuels public health crises. What was once a modest celebration of love has morphed into a commercial spectacle designed to attract, particularly, Nigeria’s urban population.
Restaurants, fast-food chains, bakeries, and even street vendors now capitalise on the occasion, offering “special” menus, discounts, and promotions designed to lure couples and singles alike. But what exactly are they selling? More often than not, it is not love—it is ultra-processed foods loaded with sugar, unhealthy fats, and salt—key dietary risk factors for NCDs. The day has become a platform for unhealthy food product promotion galore!
Like its global counterparts, the Nigerian ultra-processed food industry has mastered the art of emotional marketing, creating a powerful psychological link between affection and unhealthy eating. Heart-shaped cakes, chocolate-covered strawberries, and oversized portions of fried chicken are marketed as ultimate tokens of love. Romantic imagery, limited-time offers, and slogans like “Sweeten your love story” or “Nothing says ‘I love you’ like a meal for two” reinforce the idea that expressing affection is synonymous with consuming calorie-dense, nutrient-poor foods.
The Cultural Hijacking of Food Affection
The connection between food and love is deeply rooted in human psychology. Nourishment is associated with care, hospitality, comfort, and affection. Mothers feed their babies, families gather around meals, and sharing food is often seen as an act of intimacy—a social instinct that the food industry eagerly exploits to sell the excessive consumption of unhealthy diets.
A closer look at Valentine’s Day promotions in Nigeria reveals a troubling pattern. Restaurants and fast-food chains roll out menus laden with fried foods, sugary desserts, and oversized portions. Bakeries churn out heart-shaped cakes dripping with icing, while chocolates, often high in sugar and low in cocoa content, flood the market. Even beverages get a romantic makeover, with sugary cocktails and fizzy sugar-sweetened beverages (SSB) marketed as the perfect accompaniment for a romantic evening.
Even informal food vendors get in on the action, offering heart-shaped portions of fried snacks like puff-puff, akara, and suya. While these foods are culturally significant, their promotion during Valentine’s Day often encourages overconsumption. The consequences of this unhealthy feeding frenzy are far-reaching. Nigeria is already grappling with a dual burden of malnutrition, where under-nutrition coexists with over-nutrition.
According to the University of Abuja Cardiovascular Research Unit, the prevalence of obesity in Nigeria has been steadily increasing, with urban areas particularly affected. Diet-related diseases like diabetes, hypertension, and cardiovascular conditions are on the rise, placing a strain on the country’s healthcare system. Valentine’s Day exacerbates these issues by normalising and even glamorising unhealthy eating habits.
For many Nigerians, the holiday is an excuse to abandon moderation and indulge in foods high in calories, sugar, salt and unhealthy fats. This temporary lapse can have long-term consequences, particularly for individuals who are already at risk of diet-related diseases. Moreover, the focus on romantic love during Valentine’s Day often excludes those who are single or unable to participate in the festivities. This exclusion can lead to emotional eating, where individuals turn to food for comfort, further perpetuating unhealthy habits.
The Role of Advertising in Reinforcing Unhealthy Consumption
It is important to note that the ultra-processed food industry’s ability to manipulate consumer behaviour is heavily reliant on advertising. In Nigeria, where social media and digital marketing are increasingly influential, food brands deploy highly targeted campaigns designed to evoke emotional responses.
Regulating these advertising strategies is crucial, especially given their disproportionate impact on young, impressionable consumers. Many of these products are marketed towards teenagers and young adults, groups already at high risk of adopting lifelong unhealthy eating patterns.
Valentine’s Day does not have to be synonymous with gluttony and dietary harm. Reclaiming the holiday from the grip of profit-driven corporations requires a multi-pronged approach that prioritises health over profit. Public health campaigns must actively counter the messaging that equates love with indulgence, instead promoting balanced, nutrient-rich meals as expressions of care. Public health campaigns must raise awareness about the dangers of excessive sugar, salt, and fat, empowering healthier choices.
Policymakers must also step in with stronger regulations on the marketing of unhealthy foods, restricting misleading health claims and targeted advertising that manipulates consumers into unhealthy choices.
At the same time, food vendors and restaurants should be encouraged to offer healthier options, even on festive days such as Valentine’s by incorporating whole foods and highlighting nutritious alternatives. Consumers, too, have a crucial role to play in resisting the holiday’s commercialisation by opting for homemade meals, fresh fruits, and traditional, less-processed dishes that celebrate love without compromising well-being.
Ukeaja is a healthy food advocate and Industry Monitoring Officer at Corporate Accountability and Public Participation Africa (CAPPA)
