Nothing but ‘peaches and cream’? The impact of fruit images and a sugar claim on young consumers’ perceptions and expectations of dairy products

•Fruit images caused dairy products to be perceived as tastier, but not healthier or more natural.•Fruit images on dairy product packaging increased expected portion sizes and product choices among adolescents.•A 0% sugar claim caused dairy products to be perceived as overall healthier, provided that the claim is noticed.•A 0% sugar claim did not impact expectations regarding portion size or product choice among adolescents.