Nowadays, under/overeating has become major health issues with profound consequences in society. Worldwide, bad diets lead to increased risk of diseases and put a significant burden on healthcare systems with devastating economical impact. Taken together, these problems shed light on the urgent need for innovative technologies to help people with healthy eating.Research in nutrition tells us that communication is vital in behaviour change tasks. So why is it that current tools overlook it? In this talk we’ll explore the task of text generation in diet-coaching, trying to answer the following and more questions: – What is the role of language in behaviour change? – How do current diet-coaching tools approach communication? – Does text tailoring matter? – What is the role of new E2E technologies in this regard?We will discuss this from a combined researcher and stakeholder viewpoint, trying to shed some light on the real-world usage of text generation in nutrition.