Food Packaging

Claims Explained: What You Should Trust and What to Avoid

Quick Summary

Many food packaging claims are used primarily for promotional purposes and do not necessarily represent health-related guarantees. Organic, for instance, is classified under strict legal guidelines, but other terms, such as wholesome or natural, have only loose definitions or guidelines. It is very important to educate yourself regarding the enforceability of various claims and their reliance on common perception. 

Deep Dive

In addition to providing an easy, convenient way for consumers to choose food products, food packaging is meant to make consumers feel good about their choices and entice them to purchase. However, the majority of claims on food packaging are misleading; although many of these words (natural, organic, etc.) appear to indicate health benefits, in reality, the food product itself has not changed significantly from what it was before these terms were used. Therefore, consumers should understand that the terminology used on food packaging is not necessarily representative of the legal definition provided to the food manufacturer for describing their product. 

“Natural” Claims on Food Packaging: What They Actually Mean

Food package claims are often more of a marketing tool than a means to provide verified, healthy information to consumers. There are certain terms, such as "organic," which have legal definitions and guidelines enforced by the USDA, while other terms, like "natural," are not legally defined; thus, how they are perceived will vary by individual. The more consumers learn about the difference between perceived and enforceable credibility claims, the better informed they will be when making purchase decisions beyond the packaging label itself.

Organic Labels on Food Packaging: When the Claim Is Regulated

Food packaging aims to provide consumers with reassurance, persuasion, and simplified decision-making; however, it is important for consumers to understand that the claims on packages may differ significantly from what they actually mean. The words "natural," "organic," and "contains no added sugars" tend to create a health halo effect, even when the actual contents of a food package have not changed in form or nutrition. For consumers to understand all claims made on food packaging, there is a need for education to distinguish between marketing language and regulatory-compliant legal definitions. 

“No Added Sugar” on Food Packaging Explained

The phrase “no added sugar” can be confusing to consumers because it does not mean the product is free of sugar. In reality, when a consumer sees the phrase “no added sugar” on a food package, it is used to indicate that during the manufacturing process, the product did not contain any added sugars; however, the product may still contain naturally occurring sugars (for example: from fruit, milk and grains). Fruit juices, flavoured yoghurts, and breakfast cereals are examples of products that use this phrase while still containing high levels of total sugar. Consumers should understand this difference when attempting to control their sugar consumption.

“Low Fat” and “Light” Claims on Food Packaging

Some low-fat and light claims on food packages are regulated by specific numerical thresholds; however, there are trade-offs. With low-fat products, to maintain similar flavour and texture, food manufacturers often increase the amount of sugar, salt, or starch, resulting in a product that may not provide lower calories or be healthier than its full-fat counterpart. Therefore, the low-fat/lower-calorie claims should be interpreted in the context of nutrient panels rather than solely on product packaging.

Ingredient Lists vs Front-of-Pack Claims

The purpose of front-of-package (FOP) promotion is quick recognition, but the real meaning of the product's composition lies in the ingredients listed on the back of the package. Since foods are listed by weight on the back of the package, the first few items on any package will show the largest quantities. Therefore, if a food has a long ingredient list with multiple forms of sugar or uncommon additives, there may be a contradiction between what is presumed to be a simple food item based on the FOP marketing claims and the product's complexity as indicated by the ingredient list. Consumers may be able to better evaluate packaged foods by paying more attention to an item's ingredient list than to any front-of-package promotions.

How Regulations Shape Food Packaging Claims

Food promotion regulated by food safety authorities will vary depending on the claim type. Claims that are nutrient-based (high fibre or low sodium) usually fall under the authority of food safety regulation, whereas those that are based on lifestyle-type claims (wholesome, clean) are less likely to be regulated or enforced. This leaves gaps for brands to insinuate benefits without fully complying with the legal definition of claims. Consumers can be empowered to recognise when claims are clearly supported through scientific evidence versus those which are open to subjective interpretation.

Consumers should not be cynical when evaluating promotional claims made on food packaging. Many of the terms, including organic and nutrient-based claims, are defined by law and are enforceable. At the same time, many other terms, including natural, no added sugar, and low fat, exist primarily to shape the consumers' perception of a brand and/or product. By learning how claims are defined through the regulatory process, consumers can separate marketing language from real products and use ingredient lists, nutrition data, and product context to determine what to purchase.