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Food is an integral part of a daily living full of nourishment and joy, comfort and pleasure, and kinship and social connections (Block et al. 2011). Yet, for some consumers, this taken-for-granted part of daily life is fraught with physical, psychological, social, and institutional dangers.

These four presentations are united in their focus on threats to food well-being for at-risk consumers. This session seeks to answer two questions: 1) What can we learn about threats to food well-being across diverse theoretical approaches, including the interplay between biological and psychological theory, perceptual theory, stigma theory, and institutional theory? 2) How can threats to food wellbeing for different at-risk groups be mitigated in the marketplace? This session explores novel at-risk groups—bariatric patients and consumers with celiac disease, unearths new phenomenon—wishful hearing and inter-individual effects of forms of payment, and employs novel methods—in the moment digital diaries using cell phones.