This area of research models consumer and firm behaviour in the UK food market. In particular we model how consumers choose between the multitude of products on offer and, given this, how firms compete over the products they offer and the price they set. Since the food market is characterised by imperfect competition, it is crucial to model both consumer and firm behaviour when considering the impact of a pre-existing or proposed policy. We analyse a number of different types of policy interventions, including ex post evaluation of information campaigns that have taken place in the UK, as well as ex ante evaluation of policies that are currently under consideration.