1. Artisanal
The dictionary definition of artisanal (via Merriam Webster) is "one that produces
something in limited quantities often using traditional methods." Thus, it is no surprise
that food companies have started using the term to suggest to consumers that the
product contains better quality ingredients, or is somewhat superior to their ‘regular’
products. It’s pretty easy to see this one as a scam when you find it on products such
as Tostitos Artisan Recipes tortilla chips.
The term artisanal is unregulated and meaningless. Don’t expect anything special from
a product containing this claim.

2. Whole Wheat, Multi-Grain or Whole Grain
While these products might contain SOME whole grains, the primary ingredient is
almost always ordinary refined wheat flour. Unless the label clearly states 100% Whole
Grain or 100% Whole Wheat, these products aren’t usually much different than the
regular white variety. Furthermore, companies will often add caramel coloring to
make products like Keebler’s Zesta Whole Wheat Crackers appear more ‘wheaty’.
This artificial coloring has been linked to several cancers in numerous animal studies.
To protect yourself from this claim, always check the ingredient list. If Enriched Wheat
Flour is listed first, but Whole Wheat Flour is further down the list, you can be sure there
isn’t a large amount of whole grain in the product. And definitely steer clear of any
product that contains caramel coloring.

3. 0g Trans Fat
Current recommendations suggest that consumers eat no more than 1.1 g of trans fats
per day, due to the link between these fats and heart disease, diabetes and metabolic
syndrome. However, the FDA allows companies to label foods, like Frito Lays Mild
Cheddar Dip, as 0g trans fat, even if the product contains up to .49 g trans fat per
serving. This means, if you eat multiple servings or several foods with similar amounts,
the trans fats could start to add up.
Again, turn to the ingredients list. If you see partially hydrogenated oils anywhere on
the list, the product contains trans fats. Also, try to avoid mono- and di-glycerides,
which some health experts believe may also contain some of these unhealthful fats.

4. Natural
While the word natural may make products sound healthful and minimally processed,
neither the USDA nor the FDA have a strict definition for the term. Products, like
Arizona Kiwi Strawberry, can contain questionable preservatives and additives such as
high-fructose corn syrup (which is made through a complex chemical industrial
process), and still carry the claim.
Your best bet is just to ignore this claim all together. For meat, poultry, and eggs; look
for products that are USDA certified as 100 percent organic as the claim has stricter
guidelines. For other foods, make sure the ingredients list only contains a few, simple
ingredient names that you can recognize.

5. Fat Free or Reduced Fat
While fats aren't demonized like they were in the past, many health-conscious
consumers still choose products with this label over the full-fat versions, believing they
are making a healthier choice. Unfortunately, most food companies replace fat with
sugar, salt or other additives in products like, Skippy Reduced-Fat Peanut
Butter, since removing fat means removing some of the flavor.
Don't be afraid to include healthful fats in your diet like nuts or nut butters, seeds, and
olive oil. Even some saturated fats like those found in coconut oil have significant
health benefits. If you see this claim, compare the nutrition labels of the reduced-fat
and regular versions to make sure you aren’t gaining something extra that’s even less
healthful than the fat.

6. Made with Real Fruit and/or Vegetables
Food manufacturers love to take advantage of consumers’ desire to eat more fruits
and vegetables by using these misleading statements on their products’ packaging.
But, just because a product has a vegetable puree or fruit juice concentrate hidden
somewhere in its ingredient list doesn’t mean the product is good for you. When you
process fruits and vegetables, you lose a huge amount of the nutrients that make
them healthful in the first place. For instance, the fruit concentrates and purees found
in Welch’s Fruit Snacks are just sweeteners – a.k.a. alternate sources of sugar—they
have little nutritional merit.
If you want the nutrients and fiber that fruits and vegetables provide, eat fruits and
vegetables.

7. No Added Sugar
As I mentioned in a previous post on artificial sweeteners, this claim can be very
confusing. First, the words added sugar only refer to added caloric sweeteners (like
sugar and high fructose corn syrup) that are not naturally occurring in the product. For
instance, fruit products or dairy products (like Edy’s Sugar Added Slow Churned Ice
Cream) can carry the claim even though they still contain several teaspoons of sugar
per serving. Furthermore, this claim distracts consumers from the presence of artificial
sweeteners, which are often lurking in products with no added sugar on the label.
The nutrition and ingredients label can be very helpful with this one. The grams of sugar
(naturally occurring or not) have to be listed on the nutrition label. Remember that 4g =
one teaspoon. The ingredients list will clue you in to the presence of artificial sweeteners
like sucralose, aspartame, neotame, saccharin, and acesulfame pototassium. Of note,
this variety of Edy’s Ice Cream also contains sorbitol, a sugar alcohol, which requires a
disclaimer that the product may cause a laxative effective. I’ll stick with sugar, thanks.

8. Fiber
Many products boast of their fiber content without distinguishing where the fiber is
coming from. Traditional sources of intact fibers from whole grains, beans, vegetables,
and fruits are associated with lowering blood cholesterol and blood sugar, as well as
helping with regularity. But many products, like Activia Fiber, brag about their fiber
content even though it is gained from isolated fibers, such as purified powders like
inulin, polydextrose, and maltodextrin, that do not have the same health benefits of
traditional intact fibers.
Stick with foods that contain fiber naturally like those mentioned above.

9. Cholesterol Free
Only animal products contain cholesterol. If a food product claims that it is cholesterol
free, all this means is the product was not derived from an animal. Yet, companies
love to post this claim on plant-derived products, like Crisco Pure Canola Oil. It makes
the product seem more healthful and tricks the consumer into thinking the product is
nutritionally better than other plant-based products.
Keep in mind, cholesterol-free does not mean fat-free. A product that contains no
cholesterol can still be loaded with saturated and trans fats, which studies show are
more of a threat to your heart and arteries than dietary cholesterol.

10. Organic
Organic products are typically made without potentially harmful pesticides, fertilizers,
antibiotics, synthetic hormones, or genetic engineering (i.e. GMO). Unfortunately for
consumers, the USDA will affix its USDA Organic seal to products that aren’t completely
organic. If the products’ content is ‘95 percent or more organic,’ it’s good enough for the
USDA. To add to the confusion, the USDA also allows companies, like Healthy Valley, to
use the label, made with organic ingredients, if the product is 75 to 95 percent organic
(which means the products also usually get the same premium in price).
If you want to be certain that a product is organic look for the 100 percent certified
organic label (or shop at farmers markets where you can ask the farmer directly). Keep in
mind, even the 100 percent organic label does not guarantee that the product was
produced on a small farm, is healthy, or that animals were treated humanely.