The article is devoted to the analysis of the English mass media text on healthy nutrition and ways to implement its key parameters. Based on the texts of culinary recipes, widely presented in British and American magazines, as well as electronic media, the specificity of their language design is shown. The research material is culinary recipes published in the BBC good food, Cooking light, Olive magazines and posted on the websites of these publishers. The author considers a culinary recipe as a full-fledged text, one of the forms of realization of the mass media discourse of healthy lifestyles in general and the mass media nutritional discourse, in particular, and highlights its key text-forming features, which include: information content, coherence, semantic integrity, completeness, articulation. Taking into account the results of the sample analysis we point out that the English culinary recipes are characterized by: the use of emotional and evaluative vocabulary, the prevalence of nouns, adjectives, verbs, as well as the use of simple sentences, including interrogative and incentive constructions. The parameters of the culinary recipe identified in the course of the study are determined and subordinated to its pragmatics – to attract the attention of the audience and promote self-preparation of a particular dish.