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Not long after the presumably more consumer-friendly nutritional information labels were rolled out, Beth Landman of
The New Yorker magazine published an expose, entitled '
Too Good To Be True', in the May 30, 1994 issue that spelled out how deceptive marketing paired with the new labels seemed to confound an otherwise moderately intelligent consumer base.
The mid-90′s experienced a craze that might seem somewhat familiar today, the obsession with fro yo. Companies like Haagen-Dazs, Frusen Glädjé, and others promised those who purchased their products would experience decadent pleasure without any of the guilt. Another product of that era, Nabisco's Snackwell's brand of Devil's Food Cookies, labeled as "Fat-Free", became so popular with the 'snack without consequences' set, that many stores across America couldn't keep the cookie in stock.
While one would like to think lessons are learned and the American consumer becomes incrementally smarter and more savvy over time, it appears the genius of food marketing is that seeking suckers operates on a cyclical calendar. A new
study by researchers at the University of Houston (UH), focusing on consumer knowledge of nutritional labeling and carefully selected marketing buzzwords, illustrates the veracity of the claim above.
While sugar-free and fat-free were the attention-getters some two decades ago, shoppers today find their eyes attracted by words like "antioxidant", "whole grain" and "gluten-free." The last is especially more interesting in light of the recent news that non-celiac gluten sensitivity was most likely disproven as being a real condition, according to
Forbes contributor Steven Ross Pomeroy.
Nevertheless, it appears those and similar other buzzwords are able to lull the average consumer into believing that the food within its packaging is actually healthier than it is. This willingness to be duped by Madison Avenue when paired with a functional ignorance of just what the information on a nutrition label actually means usually results in poor dietary choices being made. According to Temple Northup, assistant professor at the
Jack J. Valenti School of Communication at UH, the epidemic of obesity ends up being more pronounced due to decisions made by people thinking they are making healthy food selections.
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