1. A method for incentivizing the consumption of foodstuffs through the use of augmented reality features, the method comprising: launching an application on a mobile phone that includes a camera; causing a communication link to be established between the mobile phone and a network-connected server system responsible for supporting the application; initiating a live view of one or more foodstuffs that is captured by the camera; automatically identifying each foodstuff; and generating an augmented reality feature that is at least partially hidden beneath a particular foodstuff of the one or more foodstuffs when viewed using the mobile phone.