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 that a 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 as ‘100 percent certified 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 placing these misleading statements on their products. 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 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 Sugar Added
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
No 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 sugar added’ 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
effect. 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’. This
can be placed on products that are only 75 to 95 percent organic. No matter which organic label
the product carries, you can be sure it will come with a premium 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, none of the
organic labels guarantee that the product was produced on a small farm, is healthy, or that animals
were treated humanely.