A new study in Nature Food, prompted by a Cornell researcher's puzzlement over a lower-fat cream cheese package, examined a decade of new U.S. food and beverage launches. Using the U.K.'s Nutrient Profiling Model, which penalizes excess sugar, sodium, saturated fat, and calories while crediting fiber, protein, and produce content, the team found that two-thirds of products were rated less than healthy—even though half boasted health claims on their packages. Beverages performed worst.
The analysis highlights that single-ingredient claims, like "less sugar" or "natural," often reflect a nutritional trade-off. The cream cheese case was illustrative: the maker cut fat but added more sugar and sodium compared to the original. The FDA has a formal definition for "healthy," but terms like "natural" carry no such definition, giving them only a "halo" of health. The researchers' advice is to read the nutrition facts label on the back, not the marketing claims on the front.