Milkshakes, Shame, and Your Heart

Many of us still sort foods into rigid categories: good vs. bad, clean vs. dirty, healthy vs. junk. But this moral labeling of food can do more harm than we think—not just to our mindset, but possibly to our physical health as well.

We’ve long rejected the idea of “bad foods.” After coaching hundreds of clients over the last 15 years, I’ve found that rigid food rules backfire more often than they help. When food becomes tied to guilt or shame, it sets the stage for bingeing, rebellion, and disconnection from your body.

And now, there’s science to back up what I’ve witnessed.

A fascinating study from Queen’s University in Canada explored how our beliefs about food—rather than the food itself—can influence our cardiovascular health.

The Study

Researchers invited 25 women between 18 and 30 years old into the lab on two separate days. Each time, they drank a milkshake. The ingredients were identical—but here’s the twist: the women were told that one of the shakes was unhealthy and indulgent, while the other was a low-calorie, nutritious option.

Despite drinking the same shake each time, their bodies responded differently.

When they thought they were drinking the “unhealthy” shake, their endothelial function worsened—a marker of how well their blood vessels dilate and relax. Poor endothelial function is a red flag for heart health.

What This Means for You

How you feel about food may matter just as much as what’s in it.

If you’ve ever eaten something “off-plan” and felt a wave of shame or self-judgment, you’re not alone. But that emotional backlash can create physiological stress, impacting your body in ways we’re only beginning to understand.

It’s not just mental. It’s physical.

Let’s Drop the Food Morality Game

Foods have different nutrient profiles. Some provide more fuel and nourishment than others. But none of them define your worth. You’re not “good” for eating a salad or “bad” for having fries. You’re a human, and food is just food.

What I want for you is flexibility. Peace. The ability to enjoy a milkshake without beating yourself up over it.

Because guilt doesn’t make food healthier. And shame never improves your heart.

Closing Thoughts

In my 15 years of coaching, I’ve seen firsthand how damaging the “good vs. bad” food mindset can be. The people who succeed long-term don’t obsess over every bite—they learn to trust themselves, make informed choices, and move on. The truth is, a milkshake now and then isn’t the problem. It’s the guilt spiral afterward that does the real harm. I coach my clients to remove morality from food so they can get back to living—and yes, sometimes that means enjoying a treat without regret.

Take care of yourself, no one else can do it for you. Michael Beiter Personal Trainer Nutrition, Sleep, Stress Management, and Recovery Coach