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How Bad Brands Happen to Good People:
Avoid Being Tricked by Misleading Labels
by
Kerry McLeod
www.ebrandaid.com
With more than 20,000 food items lining the aisles of the local grocery
store, odds are you have been suckered into buying foods and beverages
that appear to be good for you but are actually detrimental to your
diet, your wallet… and even your health.
Welcome to the world of label trickery where marketing buzzwords like
“fortified” and “sugar-free” trick millions of well-intentioned shoppers
into reaching for Healthy Food Imposters.
You know what we’re talking about. Those pesky imposters that use front
label trickery to insinuate that their brands are healthy but they
actually have hidden trans fats and high amounts of sodium,
preservatives, and artificial sweeteners and flavorings. They are
anything but healthy.
How many times have you fallen prey to these front label tricks that pop
up on many of the most-popular brand name foods?
“Fortified”, “enriched”, “added”, “extra”, and “plus”
usually mean the food has been altered or processed in some way.
“Zero trans fat” implies that a product has no trans
fats; but labeling law loopholes allow foods that contain less than 0.5
g per serving to declare ZERO! Beware: Code words for trans fats include
hydrogenated or partially hydrogenated oils.
"Light,” or "Reduced Calorie" juices are usually
watered down, contain far less juice, and have artificial sweeteners and
chemical additives. Your best bet: Stick with 100% juice, while simply
cutting the serving in half and adding a few ounces of water to save on
calories.
“Made with wheat,” or “rye,” or “multi-grains” imply
that it’s a good source of whole grains, but unfortunately, don’t tell
you how much whole grain is actually in the product. Look for the word
“whole” before the grain to ensure that you are actually getting a 100%
whole-grain product.
“Natural” or “made from natural” simply means the
manufacturer started with a natural source. Once processed, the food may
not resemble anything “natural.”
“Organically grown,” “organic,” “pesticide-free,” and “no
artificial ingredients” say very little about the nutritional
value or safety of the product. Trust only those labels that say
“certified organically grown.”
“Sugar-free,” “sugarless,” or “no added sugar” tells
you nothing about sugar derivatives or sugar substitutes, which can
yield just as many calories as table sugar and may be more harmful to
you than sugar.
Reality Check
To avoid being tricked by misleading label claims by following these
three easy steps:
Step One: Speed read the front label! Remember,
manufacturers use this prime real estate to entice shoppers to buy their
products. Translation: Much of the wording is pure advertising jargon.
Step Two: Go to the ingredients list! This is where
they tell you what’s in the food. Manufacturers list ingredients in
order from most to least. Next, look for words that you can’t pronounce
or terms that sound like something from your ninth-grade chemistry
textbook. This is yet another clue that there are chemical additives
that might be harmful to your health.
Step Three: Quick-scan the Nutrition Facts label, this
is where you’ll find the amounts of nutrients you’re getting based on
the ingredients list.
Taken together, this information will help you make the healthiest brand
choices. More importantly, it will help you avoid those pesky imposters.
Leave them on the shelf right where they belong!
About the Author:
Kerry McLeod is the founder and Chief Brand Doctor of eBrandAid.com, a
bi-weekly e-newsletter that educates shoppers on how to find the
healthiest and best-tasting foods at the local grocery store. McLeod has
recently been featured on CBS 46 News, Martha Stewart Living Radio,
Forbes.com, Diet.com, and the Vancouver Sun. She been a contributing
writer for eDiets.com, Diet-Blog.com, Atlanta Sports and Fitness and
Jezebel magazines. She has also authored the popular diet and nutrition
book The Last Diet Book Standing. For more information visit:
www.ebrandaid.com
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