In recent years, there has been growing interest in food wellness in the media. On the Internet, healthy living has become increasingly attractive. Particularly in the pandemic period, due to uncertainty about health, many food advertisements focused on physical well-being, resulting on the one hand in the aestheticization of food (the so-called foodporn) and on the other hand on social well-being, with messages highlighting the importance of an authentically relating community for the common good. The image of food is a new frontier of self-representation and expression, which is not to be demonised if aimed at genuinely safeguarding public health.