Healthy eating? Better read the fine print!

Written by Shirley Lichti for The Record, June 20, 2007

Today's discriminating shoppers want to buy foods that pack more nutrition and avoid those that are unsound. With consumers increasingly focused on healthy eating, many companies have jumped on the bandwagon, giving their products a more nutritious appeal by promoting them as whole grain, low fat and made with real fruit.

Although some products may be more nutritious, not all so-called healthy foods are created equal. In some cases, buzzwords such as zero trans-fats and organic appear to be mere marketing ploys.

For example, many brands of potato chips now state that they are trans-fat free. Yet, chips fried in trans-fat free sunflower oil are still laden with as much saturated fat as regular potato chips.

Cereal companies have re-introduced some products emphasizing that they are now made with mulitgrains or whole grains. Although the packaging promotes health benefits, sometimes the fine print presents another story. Even made with whole grains, Frosted Flakes, Lucky Charms and Cinnamon Toasted Crunch are high in sugar and low in fibre. And the amount of whole grains per serving is low compared to daily dietary requirements.

Some children's fruit snacks are labelled as "made with real fruit." A study released earlier this year by The Strategic Alliance for Healthy Food and Activity Environments, examined 37 fruit snacks and found that 51 per cent did not contain any fruit in spite of packaging claims of fruity or fruit-flavours.

These products are often positioned as better for children than chips or cookies because they are made with real fruit. In reality, a 21-gram roll of Fruit by the Foot has virtually the same number of calories and sugar as a 22-gram serving of gummy bears.

Some companies have gone beyond simple packaging changes and have introduced "seals of approval" on their products.

For example, Kraft Foods introduced Sensible Solution, a green flag currently used on over 500 products. It's promoted as a way for consumers to more easily choose great-tasting foods that are better for them. Smart Spot is PepsiCo's better-for-you signal to consumers. Even restaurants are getting into game, seizing the opportunity to market select menu items as healthy fare. Swiss Chalet promotes the Heart and Stroke Foundation's Health Check symbol on entrees and side dishes that meet the program's nutrient criteria.

Let's look at what's behind one such label. To bear the Smart Spot symbol, products must meet the following criteria:

• contain at least 10% of the Daily Value of a targeted nutrient (i.e., protein, fiber, calcium, iron, vitamin A, vitamin C) and meet limits for fat, saturated fat, trans fat, cholesterol, sodium and added sugar, or
• are formulated to have specific health or wellness benefits, or
• are reduced in calories or nutrients such as fat, sodium or sugar.

Sound good? It might until you dig a little deeper. Diet Pepsi sports a Smart Spot label because it has no sugar, no calories and no carbohydrates. However, nutritionists argue that people should drink juice, water or milk if they really want to make a healthy choice. Plus there's the matter of the aspartame sweetener to consider.

Baked Cheetos get the nod because they have no cholesterol, no trans-fats and are baked. But they are still high in calories (130 calories for 34 Cheetos, 45 of which are from fat) and contain no fibre, vitamins or minerals.

As for what's cooking in Kraft's kitchens, their Oreo Thinsations are packaged in convenient 100 calorie packages. While they are lower in fat than conventional Oreo cookies, in the end, those 100 calories are still empty and sugary.

Does Swiss Chalet fare any better? Menu items marked with the Health Check symbol are nutritious, a good choice for consumers who are concerned about their health. However, there are very few menu items that earn the symbol and some, like salads, must be eaten without dressing in order to qualify.

A recent twist to the health labelling trend is seen in companies promoting organic junk food. To some consumers the organic label has become a seal of approval. Yet, are organic Pop Tarts any better for you than regular ones? I recently read about a new product from Pure Fun called Organic Candy Floss. (I kid you not!)

Personally I'm a little confused about how to make junk food healthy. Critics claim it's just a way to give consumers an excuse to eat junk food and that consumers who are truly concerned with their health should eat an apple.

While most companies really are working hard to provide consumers with healthier choices, sometimes you're left questioning the marketing ethics behind these better-for-you labels.

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