Ten Food Claims That Should Make You Look Twice
Food packaging is designed to catch our attention. But some of the claims that sound healthiest deserve a closer look.

Food manufacturers would quite reasonably like us to buy their food.
The front of the packet is where they get our attention. It is advertising space, and words such as “healthy”, “natural”, “low-fat”, “high-energy” and “no added sugar” are there for a reason.
People with Type 1 are a tiny minority of shoppers, so these claims are generally not written with us in mind. We need to be a little more savvy. Turn the packet over. The useful information is usually on the back
‘No added sugar’
You might be tempted to impulse-buy something based on this claim. No added sugar sounds reassuring. But it doesn’t mean low carbohydrate.
A cereal, fruit juice or snack can contain no added sugar and still contain a substantial amount of carbohydrate that will ultimately affect blood glucose. For somebody with Type 1, that’s what matters. So don’t let no added sugar make the decision for you. Turn the packet over and look at the total carbohydrate.
There are exceptions. Zero-sugar carbonated drinks containing artificial sweeteners, for example, can genuinely contain virtually no carbohydrate. Whether you want artificial sweeteners regularly is another question. Personally, I regard these sorts of drinks as treats rather than something to live on.
But that’s different from saying they are carby. They aren’t.
Food with a ‘healthy’ ingredient highlighted
This is a good one.
Take mayonnaise prominently advertised as being made with olive oil. Excellent.
Turn the jar around and you may discover that the olive oil shares the stage with a considerable quantity of another, cheaper oil. The front of the jar tells you about the ingredient the manufacturer would like you to notice. The ingredients list tells you what’s actually in it.
The same trick appears elsewhere.
A blueberry health bar may sound rather wholesome until you discover that blueberries account for only a few per cent of the product and much of the remainder is carbohydrate. This doesn’t necessarily make the manufacturer dishonest. The ingredients are there on the packet. But you have to read them.
Front of packet = advertising.
Back of packet = information.
If it’s something you eat regularly, check. You may decide it’s fine. Or you may decide to leave it on the shelf.
UPF – Ultra-Processed Food
Almost all human food preparation involves some degree of processing. Cooking is processing. So is drying, salting, freezing, fermenting and pickling. For most of human history these techniques were extraordinarily useful. They preserved food that would otherwise spoil and helped communities survive periods when fresh food wasn’t available.
Making butter, cheese and yoghurt involves processing. Extracting olive oil involves processing. So processed does not automatically mean bad.
Ultra-processing is something rather different.
Modern industrial processing can involve refining foods into their component parts and recombining them with sugars, refined starches, oils, flavourings, colourings, emulsifiers and other additives to produce something extremely palatable, cheap to manufacture and capable of sitting on a shelf for months. At some point we have moved quite a long way from the original food.
These ultra-processed foods are increasingly associated with poorer health outcomes, although UPF is a broad category and not every product within it is metabolically identical.
One way of identifying them is the NOVA classification system. You don’t necessarily need a classification system, though.
Read the ingredients. If it looks more like an industrial formulation than something you could reasonably make in a kitchen, it deserves a second look.
Added vitamins
This one always makes me wonder: Why did they need to add the vitamins?
A chocolate cereal can have a huge vitamin claim splashed across the box. Extra Vitamin D? Wonderful. But the vitamin D wasn’t necessarily there in the original food. It was added during manufacturing. There is another little trick worth watching.
A nutrient claim may be given per 100g while the recommended serving is only 30g. So a cereal advertising 85% of a reference intake per 100g isn’t giving you 85% in the recommended bowl. It’s giving you roughly a third of that.
Fortification itself isn’t necessarily a bad thing. It has been useful in preventing genuine nutritional deficiencies. But adding vitamins doesn’t transform an otherwise poor food into a healthy one.
You can’t sprinkle nutritional fairy dust over a highly refined cereal and make the underlying ingredients disappear. Look at the food first. Then look at the vitamins.
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“Front of packet = advertising.
Back of packet = information.”
— Dr Ian Lake
Health claims are designed to catch your attention. The ingredients list and nutrition information tell you what you’re actually buying.
Turn it over. Take a second look.
‘Heart healthy’ and ‘low fat’
The low-fat message has been with us for decades. The basic argument was that saturated fat raises cholesterol and therefore reducing saturated fat should reduce cardiovascular disease.
The biology, however, is considerably more complicated than eat fat, get fat arteries. This remains an area of considerable debate, and national guidelines continue to recommend limiting saturated fat. But the effects of individual foods cannot necessarily be predicted simply from their saturated-fat content.
For somebody following a very-low-carbohydrate diet, this becomes particularly important. Take away most of the carbohydrate and the energy has to come from somewhere. Protein has important structural jobs to do. That leaves fat as a major energy source.
So a low-carb diet cannot sensibly become a low-carb, low-fat diet indefinitely. That leaves remarkably little to eat. The important questions become the quality of the food, the type of fat, what that fat is replacing and how the individual responds.
Low fat written on a packet is not, by itself, evidence that the food inside is healthy. Again: Turn it over.
Low calorie
The attraction of a ketogenic lifestyle for many people is that protein and fat are satiating.
Hunger often changes. And when hunger changes, people may naturally eat less without spending the entire day deliberately trying to eat less. That is very different from being permanently hungry while attempting to obey the instruction: “Eat less and move more”.
Of course energy matters. The body cannot manufacture body tissue without energy, and it cannot ignore the laws of thermodynamics. But the body isn’t a passive calorie container either. It is a biological system. Reduce energy intake and the body can respond. Hunger can increase. Spontaneous movement can decrease. Energy expenditure can change. Hormones change. The body adapts.
This is why simply telling somebody who has struggled with their weight for years to eat less and move more isn’t terribly enlightening. They already know. It is rather like advising somebody with insomnia to sleep more.
The interesting question is why they are hungry, what determines their fuel availability and what dietary pattern allows them to eat appropriately without continually fighting their own appetite. The universe may be a closed energy system – as far as we know; nobody has peeped round the back yet. The human body isn’t isolated from its environment. It takes energy in, expends energy and continually adapts what it does with that energy.
Calories matter. But the biology controlling those calories matters too.
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“The body isn't a passive calorie container. It is a biological system.”
— Dr Ian Lake
Our metabolism responds to the conditions we create. Hunger, movement, hormones and energy expenditure can all change as the body adapts.
Calories matter. But the biology controlling those calories matters too.
7. ‘Zero percent fat' / 'Zero percent sugar'
What exactly are we left with?
Sometimes quite a lot of processing. Removing both naturally occurring fat and sugar from a food and then rebuilding the taste and texture with sweeteners, starches, gums, flavourings and other ingredients doesn’t automatically produce something healthier.
Don’t judge a food by what has been removed. Judge it by what remains. Or leave it on the shelf.
8. ‘Chemical-free’
This is scientifically meaningless.
Everything around us is made of chemicals. Water is a chemical. Oxygen is a chemical. You are an extremely complicated collection of chemicals. Trees, food, duvets, chainsaws and T-shirts are all made of chemicals.
The closest you will get to genuinely chemical-free is a perfect vacuum, and I don’t recommend eating one.
So chemical-free tells us virtually nothing about whether a food is healthy.
Having said that, the manufacturer may genuinely be trying to say that the product contains fewer additives or is less processed. Fine. Ignore the slogan and check the ingredients.
9. ‘Energy food’
“You need sugar for energy”…
We hear this surprisingly often. Yes, glucose is an important fuel. But it isn’t our only fuel. Humans are multi-fuelled. We can burn glucose. We can burn fatty acids. And when carbohydrate availability is sufficiently low, the liver can turn fat into ketones, which become another important fuel. Our glucose reserves are relatively small. Most is stored as glycogen in the liver and muscles.
Our fat reserves are enormous by comparison. Even a relatively lean person carries tens of thousands of calories of energy as body fat.
Think of it as the body’s large internal battery. Glycogen is the smaller, rapidly accessible battery. Which one we draw upon depends partly on what we eat, what we are doing and the hormonal environment.
Someone accustomed to a high-carbohydrate diet will rely heavily on carbohydrate during prolonged strenuous exercise and may benefit from replacing carbohydrate during long-duration events.
Someone who is well adapted to a low-carbohydrate diet can obtain a much greater proportion of their energy from fat.
The body changes according to the prevailing conditions. It shifts gears.
There is, of course, one enormously important exception for somebody with Type 1.
Hypoglycaemia.
If your blood glucose is dangerously low, fast-acting carbohydrate isn’t an optional energy food. It is treatment. That is a completely different situation.
So the blanket statement you need to eat sugar for energy isn’t correct. We need energy. Sugar is merely one way of supplying it.
10. ‘One of your five a day’
Five a day has become so familiar that it sounds like a biological law.
It isn’t. There is nothing magical that happens when vegetable number five passes your lips. Fruit and vegetables are an enormously diverse group of foods. Spinach and mango have relatively little in common metabolically, yet they happily sit together under the same fruit and veg banner.
For somebody with Type 1, what matters?
The carbohydrate content.
The blood-glucose response.
Individual tolerance.
On a very-low-carbohydrate diet, that may mean favouring berries over high-sugar fruits and choosing plenty of lower-carbohydrate vegetables, particularly green vegetables.
You don’t need to eat something merely because an advertising slogan has assigned it a number. One a day, five a day or considerably more.
