The Sweet Deception

In our quest for healthy eating, we often label foods as "good" or "bad," a mindset that companies have learned to exploit. Through cleverly worded labels and selective phrasing, brands can project a health-focused image—even when their products tell a different story.

Labels like “no added sugar,” “organic,” “natural,” or “naturally occurring sugars” create a "health halo," often making parents and consumers feel they’re choosing wisely. Understanding these strategies can help us see past the marketing and truly know what we’re eating.

With excessive sugar intake linked by the World Health Organization (WHO) to obesity and numerous health risks, a little knowledge about these labels goes a long way.

No Added Sugar

The term “no added sugar” sounds promising, often hinting at a low-sugar product. However, many items with this label are loaded with naturally occurring sugars from ingredients like fruit juices or concentrates—often adding as much, or even more, sugar than products with added sugars.

For example, fruit-based snacks and smoothies labeled "no added sugar" often contain high amounts of sugar from purees that can spike blood sugar levels just like refined sugars.

Naturally Occurring Sugars

The word “natural” feels healthier, but our bodies process sugars from sources like honey, agave, and fruit juice concentrates in much the same way as refined sugars. They can still cause spikes in blood sugar and lack fiber, which would otherwise help slow absorption.

Popular items like yogurts and cereal bars often list “naturally occurring sugars” from ingredients like honey or dried fruit, but they may still deliver high sugar doses.

Low Sugar

The “low sugar” claim can be equally misleading. Many low-sugar products swap sugar for artificial sweeteners or sugar alcohols, which can affect gut health and don’t always reduce sweet cravings.

Additionally, what counts as "low" follows regulatory standards rather than a true low sugar level. Some "low-sugar" treats, like desserts or ice creams, have almost as much sugar as the regular versions, with extra additives to keep the sweetness.

Made from Real Fruit

"Made from real fruit" might suggest natural goodness, but it often means the product contains fruit purees, concentrates, or powders stripped of fiber and nutrients. This can leave it high in sugar without the benefits of fresh fruit.

Fruit-flavoured snacks and juices branded as “real fruit” often have sugar levels similar to candies or sodas, despite the healthy-sounding label.

1 of Your 5-a-Day

Labels claiming “1 of your 5-a-day” can also be deceptive, as they often feature processed fruit or veggies that lack fibre and essential nutrients. In some cases, they even include added sugars or salt, offsetting any health benefits.

For instance, some fruit juices or vegetable soups that meet the "1 of your 5-a-day" criteria are high in sugar or sodium, lacking the fibre and wholesomeness of fresh produce.

The Bottom Line

Food labels are complex, and it’s easy to fall for claims that make products seem healthier than they really are. Becoming aware of these marketing tricks can help us make more thoughtful choices about what we consume.

We're all about transparency and want to help you make the best choices for your health.

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