The Art of Making Foods Look Healthier than They Really Are

What does "nutri-washing" mean?

You've heard of "whitewashing". When flaws are covered up to make something seem more appealing it is definitely tricky. Now there is nutri-washing, a term that describes the strategy food companies use to make foods appear healthier in order to increase sales. According to the International Food Information Council Foundation's 2010 Food and Health Survey: Consumer Attitudes toward Food Safety, Nutrition and Health, 64 percent of Americans report making changes in their food selections to improve the healthfulness of their diet.

Examples of nutri-washing are easy to spot. Just look for the faces of sports stars plastered on beverage and cereal packages, hoping to give you the impression that if you consume these foods, you'll be just as healthy as these stars. Here are a few of the trickiest terms used on food packages that make you believe the food is healthier than it really is:

• "Natural", "farm-fresh", or "wholesome" appear on all sorts of labels—from eggs and meats to crackers and breads—often accompanied with pastoral images of charming farms and old-fashioned grain mills. Whether these foods were produced in such a manner remains to be seen. Check out the ingredient list to see how "natural" and "wholesome" the food really is.
• "Low-fat", "high fiber", and "sugar-free" on food labels are likely true. But that doesn't mean the food is healthy. If the food is low-fat but loaded with refined grains and sugars, you're no better off. And if the fiber comes from isolated fibers such as inulin, you might not be getting the benefits of fibers found naturally in whole grains. Take a look at the nutrition facts and ingredients list first.
• "Made with whole grains" or "multi-grain" doesn't always mean they are good sources of whole grains. Look at the first item listed on the ingredients list. If it says whole grain, then buy it. If it doesn't, shop around.
• "Antioxidants" or "polyphenols" splashed on food products, beverages, nutrition bars, cereals, and even candy are all the rage now. Science does link these plant compounds with health protection, but be aware of this claim. Many of these foods are loaded with refined grains, sugars and saturated fats. You are better off getting your antioxidants from whole foods like tomatoes, berries, carrots, sweet potatoes, bananas, apples, grapes, dark green vegetables and citrus fruits. Try to get at least 7 servings of these everyday and notice how good you start to feel!