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.
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!
