The supermarket is changing ... or so it appears. You can't stroll down an aisle without seeing some new or refurbished food with less sugar, no trans fat, or more whole grains, fiber, omega-3 fats, antioxidants, calcium, B-vitamins, whatever.
Some labels carry subtle claims like "Smart Choices Made Easy," "Sensible Solution," or "Well-Being & Energy." Others go all out, boasting that their foods can help prevent heart disease, high blood pressure or cancer.
Are the new foods truly healthier or are we just seeing more spin in the supermarket? It's a little of both.
If it's not Sugar Free Milanos, it's whole-grain Cocoa Puffs. If it's not calcium-enriched Goldfish Crackers, it's Pringles in 100-calorie packs. You can get cereal, oatmeal, and orange juice with antioxidants. Yogurt comes with added fiber or cholesterol-lowering phytosterols. Pasta, eggs, and bread have added omega-3 fats.
Why the sudden flood of healthy-sounding foods? It's a perfect storm--a confluence of forces striking the food industry:
* The pressure to sell health. Food marketers must be feeling the heat. With an obesity epidemic that's left two out of three adults and one out of six children overweight, companies know that they're vulnerable to lawsuits or regulations.
Obesity isn't the only issue. By January 1,2006, all Nutrition Facts labels on food packages will have to disclose trans fat, so some companies are trying to eliminate it by then.
And it's not just fear that's motivating the industry. When companies like General Mills boost the whole grains in their foods, they must see a marketing opportunity. Ditto for companies that are adding antioxidants, calcium, and other nutrients.
* Leftovers from the low-carb craze. Last year, companies tripped over themselves trying to churn out foods to please low-carb dieters. The craze launched a rush to replace the usual carbs (sugars and white flour) with whole grains or "good" carbs (like artificial sweeteners, fiber, and sugar alcohols) that purportedly don't raise blood sugar levels.
