Table 3 Example of coding for themes using a categorization matrix in the main study

“162 and 215 contains chocolate, although 162 contains a wide variety, while 215 contains mainly one brand.” (P9)

Variety of brands available

Differences in brand/ product availability

Brand variety

Spontaneously referring to variety

“I’d prefer to eat savoury food first and then sweet food. The savoury meal I chose looked the most appealing and the sweet food I [chose] looked the best.” (P37)

Preference for having savoury then sweet across meals

Preference for variety across meals

Across-meal variety

Justifying food choices with reference to variety

“435 it has a lot more going on lots of colors and textures which seems like it would be more filling” (P100)

Food more filling with more textures/colours

Variety in a food influences expected fullness

Variety within a food

Justifying food expectations with reference to variety

“I would define ‘food variety’ as a mixture of food groups; so having a balanced amount of each individual food [group] (e.g. carbohydrates, fats, dairy and vegetables etc.) but also different types of food within each food group; for example, take carbohydrates, not just eating bread but also pasta, rice and potatoes etc.” (P47)

‘Food variety’ is having a balanced diet of foods belonging to different food groups

Defining variety across the diet

Dietary variety

Defining variety