Public policy makers and marketers put a lot of effort into stimulating healthy food choices. At the same time stores are continuously changing by adapting the sequence of products and by offering bigger assortment sizes. This project looks at whether these in-store interventions might affect consumers' healthy and unhealthy food choices. We investigate whether the retail trend to position more healthy food assortments at the store entrance and more unhealthy categories store inwards makes consumers buy more or less healthy food. We argue that consumers will feel like they deserve an unhealthy snack when they first encountered and bought healthy products. We also expect that consumers have less self-control when they have been shopping for a while, leading to unhealthy choices when they encounter these unhealthy products at the end of the store. To make consumers buy more healthy instead of unhealthy products, providing a reward like a thumbs up whenever they buy a healthy product could be a solution. Furthermore, we test whether the trend of increasing assortment sizes affects healthy choices. We argue that consumers experience choice overload when confronted with very large assortments and at the same time, they do not experience a need to justify their choice. To counter this, we propose that making people think about health makes them choose healthy products, even in very large assortments.