Food packaging can present a confusing array of words, jargon, insignias, seals, etc., with the goal of convincing the buyer to choose one product over its neighbor on the shelf. While it would be nice to be able to quickly glance at a product and trust that these claims actually mean what they seem to be saying, unfortunately that is often not the case.
The good news is that it’s not difficult to educate yourself on what to look out for, so that your grocery purchases result in more nutritious foods in your pantry (or at least being aware when you’re buying junk food disguised as health food). So let’s cut through the nonsense and check out some of the most misleading claims.
The Most Misleading Food Claims
- “Natural” One of the most frequently used terms in food marketing, “natural” is supposed to convey the idea of pure, wholesome ingredients. In reality, this claim is largely unregulated. Just because something is labeled “natural” doesn’t mean it’s free from processed ingredients, preservatives, or artificial additives. For example, chips labeled as “natural” might still contain unhealthy oils or chemical additives. When you see this term, take a closer look at the ingredients to verify whether the contents really align with your expectations of natural food.
- “Whole Grain” “Whole grain” has become synonymous with healthy, but some cereals, crackers, and breads tout whole grain on the package when only a small portion of the grains in the product are whole. To know the real value, check if whole grains are listed as one of the first ingredients, since ingredients are listed by weight.
- “No Added Sugar” “No added sugar” may sound healthy, and such foods generally are in fact healthier than their sweetened counterparts, but this claim doesn’t mean the product is free from sugar altogether. Foods like fruit juices, dried fruits, and certain yogurts and honey often contain concentrated naturally occurring sugars that can add up quickly.
- “Low-Fat” or “Fat-Free” “Low-fat” and “fat-free” are claims that appeal to the belief that all fats are unhealthy or lead to weight gain. For one thing, it’s important to recognize that fats are an essential part of a nutritious diet. For another, many such products replace the fats that have been removed by processing with added sugars or artificial flavors to improve taste and texture. For instance, a “fat-free” salad dressing might be loaded with sugar and sodium.
- “Gluten-Free” While gluten-free foods are essential for those with celiac disease or gluten intolerance, this claim does not inherently make a product healthy. Gluten-free packaged foods are often highly processed and may contain high levels of refined sugars, processed fats, and sodium to make up for the absence of gluten.
- “Light” When you see “light” or “lite” on food packaging, it typically refers to a reduction in calories, fat, or sodium. However, manufacturers sometimes achieve this by using artificial sweeteners, fillers, or flavor enhancers. For example, “light” mayonnaise may contain lower fat but could be packed with extra sugar or salt. As always, check the nutrition facts and ingredient list to understand what’s actually inside.
- “Organic” Organic products are generally grown without synthetic pesticides and fertilizers, which is a good thing. But “organic” doesn’t mean the food is nutritious. For example, organic cookies or chips are still cookies or chips—they’re just made with organic ingredients. The “organic” label can also drive up the price without offering significantly better nutrition.
- “High in Protein” Protein is a sought-after nutrient, and food companies have picked up on its popularity. Many protein bars and snacks are marketed as “high in protein,” but they may also contain high levels of added sugar or artificial flavors. A protein-enriched cereal, for instance, might contain added sugars to mask the taste of added protein powders.
- “Cholesterol-Free” “Cholesterol-free” claims can be misleading, especially on products like vegetable oils or nuts that are naturally cholesterol-free because cholesterol only comes from animal products. This claim might give the impression that the product is low in fat or heart-healthy when it may be high in processed fats. It’s also important to know that the amount of cholesterol in the food you eat has been proven to have little or no relationship to the amount of cholesterol in your bloodstream, which is manufactured by your liver.
- “Made with Real Fruit” “Made with Real Fruit” often appears on candies, snacks, and juices to make these products look nutritious. But a product claiming to be “made with real fruit” may contain only a small percentage of fruit puree or concentrate, with added sugars being the source of sweetness. As noted above, real fruit can also be in a concentrated form that contains high levels of natural sugars.
- Egg Labels Eggs have their own unique package claims that can be confusing and misleading. Learn which ones are valid and how to pick the most nutritious variety here.
The Takeaway: Be Claim Savvy
It’s easy to be influenced by health buzzwords that may not reflect a product’s true nutritional value. Investing some time in learning to decode these claims can empower you to make choices that are genuinely healthy and prevent you from falling into marketing traps. Focus on whole foods and be mindful of ingredient lists to ensure you’re getting the nutrition you are looking for.
