You probably already know that food ads and packaging labels don’t always have your best interests in mind.
A whopping 85% of food label claims lack adequate substantiation for animal-raising claims. More than 44% of us don’t trust food labels to begin with.
You as the consumer need to peek behind the curtain and understand what you’re buying and how it might affect your metabolic health.
Let’s take a closer look.
3 types of food packaging claims to scrutinize
Class-action lawsuits against food and beverage companies are up 132% from a decade ago. Unfortunately, it’s not hard to see why. Most packaged food comes with well-designed labeling designed to provoke your emotions and make you feel good about buying junk.
While it would be nice to trust our food labels and confidently buy products according to their package, the truth is we need to exercise caution while shopping at the grocery store.
I recommend watching out for three types of dubious claims: unregulated claims, misleading claims, and marketing claims.
Unregulated claims
These claims may not come with third-party verification or they might lack legally-regulated definitions. There are three in particular I suggest looking for:
‘No Additives’
Both the USDA and the FDA have extensive definitions for individual food additives. However, there’s no specific definition for the phrase ‘no additive.’ There’s no independent third-party verification or legally-regulated definition for this, either.
You should also know there are thousands of unverified additives currently circulating the US food supply. A whopping 99% of them showed up after the year 2000. Can we really trust any claims of ‘no additives’ in our food?
You be the judge.
‘Pesticide Free’
Unlike the claim ‘organic’ (which we’ll explore later on), the term ‘pesticide free’ isn’t regulated by the USDA or FDA. It only implies the crop doesn’t contain pesticides at this moment. It doesn’t address whether farmers used pesticides, herbicides, or fungicides in the actual growing process.
Keep in mind 75% of non-organic produce in the US contains potentially harmful pesticides. If you want healthier food without the chemicals, I recommend purchasing from a local organic farmer.
‘Cage Free’
The idea of the ‘cage free’ commercial chicken is extremely misleading. Most meat birds are stuffed wing-to-wing in metal sheds until their eventual harvest. ‘Cage free’ egg-laying birds enjoy some USDA regulation, but their living situations are distressingly similar to meat poultry.
You may decide to try ‘free range’ poultry instead as a healthier or more humane alternative. But although this is a regulated claim, it’s also quite misleading. To qualify as ‘free range,’ commercial chickens in metal sheds only need access to a small door and a fenced dirt lot. Unless you know your farmer well, this claim doesn’t guarantee that you’re getting chicken from a lush, green pasture.
Misleading claims
Misleading claims may come with some regulatory statutes, but are cleverly designed to manipulate your perceptions. Some may even encourage you to think certain products are ‘healthy.’
‘Made With Real Fruit’
‘Made with real fruit’ does not necessarily mean 100% real fruit. Most fruit roll-ups and gummies contain artificial dyes and flavors, along with a scant 1% of juice.
What about fruit juices? Likely juice from concentrate — a highly-processed, sugary additive with almost none of the orange’s nutritional benefits.
If you see claims like ‘1 of your 5 a day’ or ‘naturally occurring sugars’ on a food package, you may want to look for a whole food alternative to be on the safe side.
‘No Added Sugar’
Many sugary sweets and shelf-stable snacks use a ‘no added sugar’ label to entice potential customers. Sure, these foods don’t add extra sugar, but they usually come with plenty of inherent sweetness (like hot cocoa mixes, for example). There may also be lots of artificial sugar as well, which can sneak into your diet and disrupt your metabolic health.
Keep in mind related terms like ‘low sugar’ have no legal definition at all. Even if you only buy ‘low sugar’ food, you may actually consume more than the recommended daily amount.
‘Natural’
You’re not the only one looking to eat more naturally these days. More than 60% of consumers look for the word ‘natural’ on the food packages they buy. But not only is the term ‘natural’ extremely misleading, but it’s mostly enforced on meat, eggs, and poultry — not produce.
Even if you do buy ‘natural’ chicken, this claim doesn’t refer to how the animal was raised (or the environment in which it was harvested). Most commercial chickens do not live outside on pasture and receive a chlorinated chemical bath after butchering.
Does that sound very ‘natural’ to you?
‘Grass-Fed’
If you’re following a carnivore diet, you’re likely consuming a lot of ruminant meat. Grass-fed beef and bison are some of the best options out there, but unfortunately, it can be hard to find high-quality producers.
The term ‘grass-fed’ is regulated by the FDA, but it doesn’t require producers to verify their use of antibiotics or hormones. It also doesn’t apply to dairy products. Claims of ‘grassmilk,’ for example, should be met with caution.
Marketing claims
Regulatory bodies (usually) don’t control marketing phrases. Some do require a little verification, but rely on dated evidence to support the claim.
I recommend using a discerning eye for all three of the following:
‘Locally Grown’
This claim is unaudited by the FDA and subject to limited USDA programs. If a producer sources avocados from outside the country, for example, they’re not always legally required to inform you as the consumer.
Some USDA programs have tried to limit this from happening, but so far have failed to make any measurable impact. Many programs define ‘local’ as 400 miles between farmers and consumers, so it’s hard to know if the beef you’re buying is a local product or a marketing ploy.
‘Superfood’
There is no scientific or legal definition of a ‘superfood.’ Any package with this label is almost certainly using it as a buzzword.
It’s a good idea to look beyond the packaging and consider the true healthiness of the product. Is it a whole, real food? Does it contain unnatural ingredients? Be sure to proceed with caution.
‘Heart Healthy’
I want to expound on this a little, because there’s quite a lot of nuance to unpack.
‘Heart healthy’ is a type of food-related health claim, which means manufacturers must submit their product (and claim) to the FDA. Quaker Oats, for example, submitted evidence that a high-fiber diet reduces cholesterol, which may reduce risks for heart disease. The FDA authorized the company to print ‘heart healthy’ on their packaging thanks to scientific literature backing up the claim.
But when we look at the composition of Quaker Oat instant oatmeal, we don’t see very much whole, real food. We do see plenty of added sugar, dyes, and artificial flavors, some of which have a seriously negative impact on our hearts.
Even if you buy sugar-free quick one-minute oats, grain may not be the best way to prevent heart disease. Scientific literature shows oats can spike your blood sugar, leading to insulin resistance and worsening metabolic health.
Am I saying all foods claiming to be ‘heart healthy’ are bad? No. But there’s a lot of outdated research on the market. Many healthcare practitioners still believe cholesterol is the sole cause of heart disease, for example, even though we know there’s far more to the story.
I urge you to do your research here and carefully consider what you’re eating. Is a serving of Cheerios more ‘heart healthy’ than eggs, even if cereal has a shiny certification?
3 more reliable food packaging claims
While many food packaging claims require careful examination, some provide actual information about what you’re eating.
These include:
Organic
The term ‘organic’ is now heavily regulated by the FDA. Farmers and food companies must meet fairly rigorous standards regarding pesticide use, synthetic fertilizer, and animal forage.
But like so many other claims on this list, ‘organic’ does not always mean ‘metabolically healthy.’ You can purchase organic toaster pastries, french fries, and pasta. That doesn’t mean you’re feeding your body the right type of nutrient-dense food.
Gluten Free
The FDA cracked down on gluten-free products to make purchasing decisions less dangerous for those with celiac disease. In their own words, gluten-free packaging ‘means what it says.’
Just be mindful that gluten-free flours containing oats may expose you to glyphosate, a harmful pesticide and known carcinogen.
Low Fat
Low fat foods must contain 1 gram of fat or less per serving to remain compliant with the FDA. Yogurt, crackers, and salad dressing are some of the most common foods with this label.
You should know ‘low fat’ is typically synonymous with ‘highly processed,’ especially when it comes to packaged food. I would caution you against consuming low-fat foods, since your body may not feel full from the missing saturated fat. You may also end up eating highly processed foods that impact your metabolic health.
After all, low-fat ice cream is still ice cream.
Protecting your metabolic health from ‘near food objects’
Food packaging labels can be extremely confusing and make it difficult to choose the right foods for your family. They can also jeopardize your health by causing you to think you’re eating healthy, when in reality you’re eating a mostly conventional diet.
I want you to know this isn’t your fault. You’ve been bombarded by misleading advertisements and marketing vernacular for decades. But I also want you to know there’s a way to sort the bad from the good — the easiest method being whole, real food.
I recommend buying food without excess packaging or flashy, multi-ingredient labels. This provides a better idea of what you’re eating so you can cook at home in confidence.
Conversely, you may want to avoid any packaged foods claiming they’re ‘heart-healthy superfoods sourced locally.’ Could some (or even all) of these claims be true? Yes — but you still need to think about the product you’re buying and question if it’s truly healthy.
If you want more guidance for eating whole, real foods, or are seeking an environment for accountability and support, you can sign up for my Elite Health Coaching program to get unlimited group sessions and personalized coaching.