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Informative food labels are one way to increase nutritional awareness in society and can essentially help individuals maintain balanced dietary practices. Nonetheless, making food labels 'informative', in the sense of applicability, is not always easy. Physical activity calorie equivalent (PACE) food labeling is one approach to achieve this goal. Yet, it is neither understood how consumers perceive PACE labels, nor how effective they are in regards to healthy food choices. Moreover, it is of interest to assess the perception of real pro