Reformulation costs differ by product. With continuous measures, a company can choose the products that are the most cost effective to improve for a given level of health impact. This is because improvements to health are equally rewarded regardless of how healthy the product is to start with (9/12)

This situation can happen when: 1) already-healthy products become less healthy but stay above the threshold, 2) unhealthy products become even worse, while 3) some products near cross from "less healthy" into "healthy" territory. (7/12)

We modelled the reformulation required under binary and continuous health measures to achieve a similar impact on calories. The results? Continuous targets require smaller, realistic improvements spread across more products, while binary targets demand extreme reformulation of fewer products. (5/12)

The key issue with binary measures is that they only incentivise change in a narrow subset of products - those products that are just below the "healthy threshold". (3/12)