The average grocery store carries about 40,000 products. That’s a lot of food. And a lot of confusion.
Have you ever chosen a food because the packaging had these qualifiers: “Whole Grain,” “Supports your child’s immunity,” "low sodium," low fat," or “Promotes Heart Health”? If you have, you’re not alone.
Research completed by UCONN Rudd Center for Food Policy and Health shows that we are often misled by health claims on food packaging.
For example, the ‘whole grain’ claim on Lucky Charms and the ‘calcium and vitamin D’ claim on Cinnamon Toast Crunch made one–quarter of parents believe that these cereals were healthier than other children’s cereals.
And three-quarters of parents believed that the ‘immunity’ claim on Cocoa Krispies meant that eating this cereal would help keep their kids from getting sick.
But the reality is that these cereals are still high in sugar and low in fiber and nutrients – not necessarily the best choice. Even though a cereal may say it’s “whole grain”, it may only have 1 gram of fiber per serving!
What are food packaging claims?
Food packaging claims are statements made on a food label alleging the produt has certain links to health.
There are four types of food packaging claims to watch out for:
Health Claims
These are the 'real deal' and are based on ‘significant scientific agreement’ (SSA). These claims connect a nutrient with a disease or health problem.
Example: “Three grams of soluble fiber from oatmeal daily in a diet low in saturated fat and cholesterol may reduce the risk of heart disease.”
These statements are not, however, allowed to claim to diagnose, treat, or cure a disease.
Qualified Health Claims
A step down from Health Claims, these are based on less scientific proof. In other words, the link between the nutrient and disease is weaker.
Example: “Supportive but not conclusive evidence shows that eating 1.5 ounces of walnuts per day, as part of a low cholesterol and low saturated fat diet and not resulting in increased caloric intake, may reduce the risk of coronary heart disease.”
As you can see, the company can only use a Qualified Health Claim if they admit that the science is not strong.
Nutrient Content Claims
A nutrient content claim can describe the level of a nutrient in a food.
Example: A company can use 'low sodium' if their product has less than 140mg of sodium per serving. 'Low fat' can be used if a food has 3g of fat or less. 'Low calories' means 40 calories or less. If a food is 'high' or 'rich in' a certain micronutrient, that means it contains at least 20% of a nutrients 'Daily Value' (DV).
Structure / Function Claims
These are sneaky claims that act like health claims without stating the link between the nutrient and the disease. And without science to back it up!
Examples: A high fiber product “Helps keep your bowels moving” is basically implying that the product treats constipation without stating it outright because there’s no proof for that product. Or a calcium-containing product that “helps build strong bones” without explicitly claiming to prevent osteoporosis.
Structure/Function claims are the ones to watch out for since there is no science to back them up. They’re just another marketing ploy to help the company make money.
How to look beyond food packaging claims
Next time you are in the grocery store, look past the claims on the package and find out for yourself if that food is a healthy choice for you or your family.
Check out the Nutrition Facts Panel and Ingredient List
It’s here that you’ll discover whether the product has a lot of added sugar, or is high in sodium, saturated fat, or trans fat.
Or whether it’s a great source of fiber, protein, or unsaturated fats.
But think about the product as a whole
If you look at the nutrition facts panel of an apple and gummy bears, they are eerily similar. However, apples are whole fruits that contain fiber, no added sugar, and lots of vitamins, minerals, and antioxidants, making them superior in every way.
So while the Nutrition Facts Panel can tell you a lot, it can't tell the whole story.
Beware of 'healthier'
A 'healthier' product may not be healthier in every way. These products may have other less desirable ingredients added that aren't so 'healthy' to help maintain their taste after they were 'healthified'.
Look beyond (most) of the certifications
Did you know that most Oreo-type cookies are vegan? Yup! Does that make them healthy? Nope. Just because something is 'gluten-free' or 'vegan' doesn't mean they are healthy.
With that said, there might be some certifications that are important to you. You'll need 'Gluten-Free' if you have Celiac Disease. Some people may prefer to purchase 'Certified Organic'. Just keep in mind that these certifications don't certify a balanced nutrient content.
Bottom line
Don’t always believe the hype written on the front of the package or singled out in ads – these statements are there simply to make you buy more.
Those sneaky food manufacturers.
Sources
US Food and Drug Administration. Label Claims for Conventional Foods and Dietary Supplements. FDA.gov. March 2024. Accessed 17 July 2024.
UCONN Rudd Center. Food Marketing: Packaging Promotions and Claims. UCONNRuddCenter.org. Accessed 17 July 2024
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