Our food labeling standards are completely out of whack.
As an example, let’s take “100% fruit juice”. I’m pretty sure that at some point, “100% fruit juice” meant that what you got in the bottle was, prior to being put in the bottle, a piece of fruit that was crushed and maybe filtered. I’m 100% sure that that’s what most people still expect when they buy something that’s labeled “100% fruit juice”.
Except that’s not what you get anymore. Now, it’s reconstituted from concentrates, mixed from different kinds of fruit juice concentrates (which may have vastly different nutritional profiles), and blended into whatever they like, but it’s still the healthy choice kids, because it’s 100% fruit juice!
Right off the labels:
Kedem concord grape juice (which, incidentally, is among the sweetest of the grapes):
The label says “100% fruit juice”.
Ingredients: Grape Juice, Potassium Metabisulfite Added To Enhance Freshness.
It has 150 calories per 8oz.
Welch’s grape juice:
The label says “100% grape juice”.
Ingredients: Grape Juice From Concentrate (Water, Grape Juice Concentrate), Grape Juice, Ascorbic Acid (Vitamin C), No Artificial Flavors Or Colors Added.
It has 170 calories per 8 oz.
They’re not using grapes that have 13% more sugar in them, they’re dickering with the proportions to make their juice sweeter.
This is just one particularly egregious example, but it’s all over the place – many “100% juices” are sweetened with cherry juice or other concentrates. It’s a complete sham. Even the Kedem is pushing it because it’s got preservatives, but at least the juice is actual juice. No way does that Welch’s bottle contain “100% juice”.
Our food labels don’t mean what they say anymore, they have very detailed technical specifications to go with them, and it’s impossible to know what they mean from common sense without understanding those specifications. This isn’t even about making dubious health claims – it’s about defining away the actual contents of the package.