Healthy is a subjective term; it will not have the same meaning to two people. Our perception of what healthy is will depend on our upbringing, our exposure to health marketing, our education, our socio-economic status, our values, our current physical health, among countless other variables.
Regardless of what influences your perception, restaurants and food companies have invested millions of dollars into figuring out what key words or ingredients are likely to give the impression that a food is healthy, creating a health halo; an air of healthiness without the substance to back it up. By crafting the illusion of a guilt-free food, companies are appealing to our desire to be healthier, to lose weight or to simply eat more vegetables. Is a foot-long sandwich, made with fresh ingredients a better choice than a hamburger with two beef patties? Is that sandwich lower in calories, fat, salt and added sugar? Or is it the equivalent of a burger with a couple extra leafs of iceberg lettuce? These questions are left to the consumer to answer.
Margarine with added avocado oil, mixed vegetable chips, spinach flour tortillas; are any of these options healthier than their more traditional counterparts just because they tout healthy ingredients? Food companies and restaurants are in the business of turning a profit so it's important to be critical of products and then decide if they are actually a better option for you, or simply a novelty.
So how do you know if a new blueberry variety of granola bars are a healthier option or a clever marketing ploy? First, look at the ingredients; are blueberries actually an ingredient? Or do you see three different kinds of sugar and Blue #2 colouring?
Second, look at the nutrition facts panel and compare the new version of the product with the traditional version. Do the panels look similar? Blueberries are a source of Vitamin C; does the blueberry version of your granola bars have a higher amount of this nutrient? Or are they just higher in added sugar? If the blueberry granola bars have the same amount or less of key nutrients, it's probably safe to assume the only blueberries in that product are pictured on the front of the box.
So why would restaurants and food companies give the illusion of their products being healthier? Blueberries are an expensive ingredient and not only does it make the product look healthier when preaching the inclusion of healthy ingredients, it also makes the brand appear healthier and more concerned with the well-being of their consumers. These novelty products can also often command a higher price tag.
Whether it's fat-free licorice, gluten-free cookies or organic ice cream, key words can give the impression that a product is better-for-you when there is little to no proof of that.
Health halos can be seen in every area of food marketing, from restaurant menu items to fad diets to products on grocery store shelves. Questioning ingredients and referencing nutrition facts panels will help you to make informed decisions regarding the products you buy and avoid being misled by questionable claims.
Kelsey Leckovic is a Registered Dietitian with Northern Health working in chronic disease management.
