Behaviour change solutions to non-communicable disease challenges: empowering low-income Colombians to commercialize and consume healthy products via social enterprise micro franchising People in poorer areas of Medellin, Colombia eat unhealthy as their diet is dominated by products they can afford: excessive fried foods (often in overused oil), processed products with high additive/sugar/salt content, and low vegetable intake. The result is an unhealthy lifestyle, higher cholesterol levels, increased blood pressure and obesity. These effects are estimated to cause 40% of Colombian deaths.