Decoding Grocery Labels: Don't Let Marketing Fool You!

Making healthy choices at the grocery store can feel like a battle against a marketing army. Flashy packaging and confusing labels often obscure what's truly in your food. Don't let marketing messages cloud your judgment! Here at AFE, we have identified some common claims to watch out for, along with tips to navigate the grocery aisles with confidence.

1. "No Cholesterol" - Sounds healthy, right? But hold on. Cholesterol only comes from animal products. So, seeing "no cholesterol" on plant-based foods like olive oil or peanut butter is simply stating the obvious. It's a marketing tactic designed to make you think this option is healthier than a similar product without the label.

AFE Tip: Focus on the overall fat content, saturated and unsaturated fats, when comparing plant-based options. Go for products rich in healthy fats, like olive oil and avocados.

2. “Natural” -  The term "natural" is often splashed across packaging, implying a healthier choice. However, it's important to understand that the "natural" label has no strict regulatory definition. This means a product packed with sugar, sodium, or unhealthy fats can still be labeled "natural" if the ingredients themselves come from nature. For example, a processed snack might contain "natural flavors" derived from plants or animals. While these flavors may be technically "natural," they could be highly concentrated or combined with other ingredients that significantly impact the overall nutritional value.

AFE Tip: Focus on the ingredient list, as this is your key resource. Look for whole, recognizable ingredients like fruits, vegetables, whole grains, and lean proteins. The shorter the ingredient list, the better. Watch out for hidden sugars, as "natural" sugars like honey, maple syrup, or concentrated fruit juices can still contribute significantly to sugar content. It is also important to check for added sodium, as even "natural" sources of sodium like sea salt can be present in high quantities - so pay attention. Also, be sure to prioritize whole foods, as they naturally provide essential nutrients and fiber often missing in processed foods, even those labeled "natural."

3. "Made with Real Vegetables/Fruit" - This sounds promising, but dig deeper! Check the ingredients list, usually found on the back of the package. Ingredients are listed by weight, with the most prominent ones appearing first. Focus more on the first five ingredients. If the "real vegetables" or "fruit" appear much further down the list, there's likely very little of them in the product. For example, while Welch's Fruit Snacks advertise 'fruit is our 1st ingredient,' they still contain corn syrup and sugar high on the ingredient list, raising concerns on their overall nutritional value.

AFE Tip: Look for products where vegetables or fruits are listed high in the ingredient list. Additionally, consider whole or chopped vegetables and fruits over processed versions like powders or concentrates.

4. "Slightly Sweetened" - Don't be fooled! This doesn't necessarily translate to low sugar content. Gold Peak iced tea is marketed as 'slightly sweet,' but a 12-ounce serving contains 16 grams of added sugars exceeding the American Heart Association's daily recommendation for women (25 grams). Remember, the FDA defines clear terms like "sugar-free" (less than 0.5 grams) and "reduced sugar" (at least 25% less). "Slightly sweetened" is a subjective marketing ploy. 

AFE Tip: Become a sugar detective! Look for hidden sugars under various names like sucrose, high fructose corn syrup, dextrose, brown sugar, cane sugar, corn syrup solids, evaporated cane juice, fruit juice concentrate, and maltodextrin. Pay attention to serving sizes – a seemingly small serving might contain a surprising amount of sugar. 

5. "Keto" - The ketogenic diet focuses on very low carbs and added sugars. However, just because a product is labeled "keto" doesn't guarantee its healthiness. These "keto" cereals, bars, or cookies are often ultra-processed, loaded with isolated proteins and sugar alcohols. While sugar alcohols might be calorie-free and not raise blood sugar, their long-term safety is still under investigation.

AFE Tip: If you're following a keto diet, prioritize whole, unprocessed foods like meat, fish, eggs, nuts, and low-carb vegetables. Be sure to speak with your healthcare provider before starting a keto diet to make sure it is right for you. 

6. "Gluten-Free" - Unless you have celiac disease or a gluten sensitivity, avoiding gluten offers no real health benefit. In fact, some gluten-free alternatives can be nutritionally worse. They may have less fiber than whole-grain counterparts and be packed with gums and additives, pushing them into the ultra-processed category. 

AFE Tip: Choose whole grains like quinoa, multigrain or even sourdough bread whenever possible. These offer valuable fiber and other nutrients often missing in gluten-free options.

7. "Uncured" - Cured meats are often loaded with nitrates and nitrites, both synthetic and natural, which have been linked to an increased risk of cancer. Unfortunately, the "uncured" label on some meats can be misleading. While it might sound healthier, these products often use celery powder or other natural sources of nitrates/nitrites. The bottom line: both cured and uncured meats that contain nitrates/nitrites raise similar health concerns.

AFE: Limit processed meats altogether, regardless of "cured" or "uncured" labels. Instead, go for lean protein sources like chicken, fish, beans, or lentils.

Empower Yourself: Read Food Labels Wisely!

Don't rely solely on marketing claims. Become a label-reading pro! Utilize apps, such as ShopWell,  designed to decode food labels and highlight hidden sugars, unhealthy fats, and potential allergens. This empowers you to make informed choices that align with your dietary needs and preferences. Remember, "natural" doesn't always mean healthy. By understanding these tactics and focusing on ingredients and serving sizes, you can make informed decisions to fuel your body with truly healthy foods. Remember, a healthy grocery list prioritizes whole, unprocessed foods. Look for products with short, recognizable ingredient lists and limited added sugars and sodium. With a little practice, you can navigate the grocery aisles with confidence and make choices that support your well-being.

-Erika Richter MS, RD, LD