We all know that when it comes to our diets, junk food only in moderation. Which is why it is always packaged so nicely, in bright hues and pretty fonts. But as cigarette producers have been forced to sell their wares in boxes painted the world’s ugliest colour, one Instagram account is imagining a world where brand names are rebranded with calorie counts. And it makes for some eye opening stuff.

Perhaps you’ll be more likely to stop after you pop open a tube of Pringles if you knew that 1,320 calories were lurking inside? Take a look through the gallery below: