Mindless Eating: Why We Eat More Than We Think (which has been called the "Freakonomics of Food") has been featured in the Oprah Magazine, 20/20, CBS News, Good Morning American, the New York Times USA Today and dozens of other publications and shows. shows how food psychology and the food environment influence what, how much, and when people eat. It also shows how many of the cues in this environment can be altered to lead people to eat less and enjoy food more. The science behind the book is based upon a series of studies in labs, restaurants, homes, movie theatres, diners, malls that Wansink has conducted as director of the Food and Brand Lab, which is now located at Cornell University.

Mindless Eating begins and ends with the sentence, "The best diet is the one you don't know you are on." While a successful way to mindlessly (versus mindfully) lose weight, when asked if this should be in Oprah's Book Club, author Brian Wansink (Ph.D.) responded,

"One reviewer called me the “Sherlock Holmes” of eating. I thought that was cool because Mindless Eating uses science to answer some of the puzzles as to why we eat like we do. But it also shows how we can make our environment work for us rather than against us. Bookstores classify it as being either psychology, diet, health, or self-help. I think they’re all right, but I’m still hoping for one of them to list it as humor."

"The best diet is the one you don't know you're on." Brian Wansink (2006)