These are health claims placed on the food label, but are they backed up by science? Should we pay attention to these claims to help our health? Or are they just a marketing ploy from food companies trying to get you to buy their products? We sought out Dr. Marie-Ève Labonté, Assistant Professor at Laval University, to answer these questions and more about labels on food products in Canada.

What exactly are health claims? Are there different types of health claims used on food labels in Canada?

Labonté: “Health claims are defined by Health Canada as ‘any representation in labeling or advertising that states, suggests, or implies that a relationship exists between consumption of a food or an ingredient in the food and a person’s health’. In other words, they are statements about the positive effects that a certain food or food component might have on a person’s health status.

“In Canada, there are two categories of health claims: Disease risk reduction claims and Function claims. All health claims that fit in these two categories are regulated, meaning that they have to first be approved by Health Canada before they can be placed on a food label

“Disease risk reduction claims link a food or a component of the food to reducing the risk of getting a certain diet-related disease and condition (example, ‘A healthy diet rich in a variety of vegetables and fruit may help reduce the risk of heart disease.’). Disease risk reduction claims also include therapeutic claims, which are about the treatment or improvement of certain diseases or health-related conditions (example, ‘Soy protein helps lower cholesterol.’).

“Function claims, on the other hand, state the effect a food component has on the normal functions of the body (example, ‘Consuming 3.5 grams of fibre from psyllium seed […] promotes regularity.’). A type of these claims are nutrient function claims, which explain the roles that energy or nutrients play in maintaining good health or for normal growth and development (example, ‘Protein helps build and repair body tissues’).

“Other than these regulated health claims, food packages in Canada can also carry general health claims, which are not specifically developed by the government. These are often symbols or logos that are displayed on the front of the package (for example, a healthy check mark). These types of health claims are developed by organizations or corporations (such as food companies) and are not regulated.”

In the United States, the Food and Drug Administration regulates health claims on food labels.

Who is approving the use of these claims? Are health claims backed up by science and can I trust that the information is up to date?

Labonté: “Regulated health claims used on food labeling and advertising have to be backed up by science and approved by Health Canada before they can be used. This is done to make sure that they are truthful and not misleading. For example, before any disease risk reduction claim or therapeutic claim is accepted, all available scientific data is reviewed, and an assessment is posted on the Canadian government website. This web page lists all disease risk reduction claims and therapeutic claims that have been reviewed and either accepted or not accepted for use in the country up to now. It is expected that Health Canada will eventually review up-to-date science to see if accepted health claims are still backed by science and if claims that were previously not accepted can now be accepted.

“Unregulated general health claims (like the healthy check mark) are not necessarily approved by the government. These claims are required to be truthful and not misleading but, we can only tell if these types of claims are backed up by science if we read through documents created by the developers of these claims.”

Should I be paying attention to these claims to help with nutrition or health concerns I might have?

Labonté: “Interestingly, a recent study that I was a part of as a former postdoctoral fellow at the University of Toronto, showed that in general foods and beverages with health claims on their labels have an overall healthier profile, compared to those without claims. But, the study also showed that many food products of lower nutritional quality (for example, various snacks) were found among products with health claims. This might lead consumers to think that certain products with claims are more nutritious than they actually are. The overall nutritional quality of a food product is not always considered when determining if a food is allowed to carry a claim or not.  So, for example, ready-to-eat breakfast cereals made of oats could potentially carry a claim about oat products and blood cholesterol lowering, while also being high in sugar. Because health claims highlight a few specific ingredients, like oats, and not others, like sugar, it is still important to look at the Nutrition Facts table and the ingredient list to get a better sense of the overall nutritional quality of the food you’re eating.

“Another important thing to keep in mind about health claims (both regulated and unregulated) is that they are optional statements. Food companies are relatively free to decide whether they wish to include health claims on their food products. So, a food product without a claim is not necessarily of lower nutritional quality than a similar food product with a claim. It might just be that the food company has decided not to include health claims on its products.”

What about products that aren’t made in Canada – are the claims made on these products checked out by anyone here in Canada before they are sold here?

Labonté: “All prepackaged products imported into Canada which are then sold to Canadian consumers have to meet certain requirements. Only claims that have been approved for use in Canada can be shown on imported products. For example, the United States allows a claim stating that diets low in total fat may reduce the risk of some types of cancers, while Canada does not. If a food product from the United States with this claim on the label is imported into Canada, a new product label without the claim has to be created before the product is sold to Canadian consumers.”

What are food manufacturers allowed to claim – are there any regulations about what they are legally allowed to put on packaging?

Labonté: “Along with regulating health claims, Health Canada also has a certain list of requirements that a food must meet to be able to carry a certain health claim. For example, to use a nutrient function claim for a vitamin or mineral in a food product, the food must have at least 5% of the Daily Value of that vitamin or mineral. Another example is that some specific food products such as jams or jam-type spreads, marmalades, preserves and jellies are not allowed to carry the disease risk reduction claim “A healthy diet rich in a variety of vegetables and fruit may help reduce the risk of heart disease”.”

Health claims on food labels are regulated by the federal government. The claims must be verified by scientific data. The statements are optional, so food may have health benefits even if it doesn’t carry a specific label. Label claims are a good starting point to learn about the nutrition of food.

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Sounds scary! Some people have decided not to eat any foods with ingredients they can’t pronounce. But are these ingredients toxic? Are they natural? Why are they in your food?

To address these questions and provide some context, we reached out to experts. Dr. Michael Holsapple and Heather Dover, RDN, are the faculty and staff associated with the Center for Research on Ingredient Safety at Michigan State University.

“As toxicologists and food scientists, we believe that, by and large, food ingredients are safe. We encourage consumers to look at food labels, as they are an important source of information on the safety of that food, and they provide evidence to enable informed choices,” Holsapple said.

Know Your Label

When reading ingredients, it is helpful to know a few guidelines. Dr. Ruth MacDonald, RD and Chair of the Department of Food Science and Human Nutrition at Iowa State University, said that all the components of a packaged food must be listed on the package.

“Ingredients are listed in order from most to least, but the exact amount of any ingredient is not required to be provided. Additives typically will be toward the end of the list because they are used in small amounts,” she said.

When evaluating ingredients, Holsapple and Dover said it’s important to keep in mind that adding substances to food is a centuries-old practice, and that ingredients have a purpose – such as adding flavor, enhancing texture or appearance, and preserving food against bacteria, mold, and fungi.

We asked the experts about three ingredients often found in food.

Xanthan Gum: This food ingredient is produced when sugar is fermented by bacteria. The starch from corn, soy or wheat are the most common sources of the sugars, Holsapple said.

“Its primary use is as a thickening agent, or as a stabilizer to prevent separation of ingredients.  Because xanthan gum is extremely effective in small quantities (e.g., in most foods, it is used at concentrations of 0.5% or less), it is a common food additive that can be found in everything from sauces to salad dressings to ice cream and yogurts.  It helps to prevent oil separation by stabilizing the emulsion, although it is not an emulsifier, and it also helps to suspend solid particles, such as spices,” he said.

Those with a corn, wheat or soy allergy may be worried about triggering an allergic reaction, but Holsapple notes that the product has very low risk of allergic reaction. “In fact, xanthan gum is notably used to replace grains or other sensitizers in products intended for individuals with sensitivities or allergies to grain,” he said.

Soy Lecithin: Lecithin is derived from soybean oil. It has emulsifying properties, which means it keeps oils suspended in waters. It is used in many creamy ingredients such as salad dressing, margarine and chocolate. Lecithin can also be collected from eggs.

“These may be considered ‘natural’ chemicals because they are found in their functional form in a living thing,” MacDonald said.

For those who are allegoric to soy, consuming soy lecithin is usually safe because most of the proteins are removed during processing, according to the Food Allergy Research and Resource Program at the University of Nebraska.

Sodium Benzoate: Sodium benzoate is an antimicrobial that helps keep food safe to eat.

“The FDA defines antimicrobial agents as ‘substances used to preserve food by preventing growth of microorganisms and subsequent spoilage.’ Because of this antimicrobial activity, these chemicals are used as preservatives to slow the growth of bacteria, fungi and molds,” Holsapple said.

Other examples of antimicrobials are benzoic acid, potassium benzoate and calcium benzoate. Benzoic acid occurs naturally in many plants – cranberries, plums, cinnamon and others. Sodium benzoate can also be found naturally in low levels in many fruits, and both chemicals can be synthesized in a lab.  Most importantly, both chemicals are declared to be Generally Regarded as Safe (GRAS) by FDA.

“It is also widely recognized that after oral intake, benzoic acid and sodium benzoate are rapidly absorbed from the gastrointestinal tract, and are metabolized in the liver by conjugation with glycine, resulting in the formation of hippuric acid, which is rapidly excreted via the urine,” Holsapple said.

Two health concerns have been associated with sodium benzoate, he said. When combined with ascorbic acid, benzene, which is a known human carcinogen, can form. As a result of studies, some beverages were reformulated to reduce the risk. Another study considered a possible link between the consumption of sodium benzoate, and mixtures of artificial colors, and attention deficit/hyperactivity disorder (ADHD) in children. Because sodium benzoate was never tested alone, the study did not find a conclusive connection between this additive and ADHD. However, some food companies changed their formulations to remove the artificial colors.

Holsapple said consumers will want to make their own decisions about avoiding certain ingredients.

“You can choose to avoid foods with synthetic preservatives, like sodium benzoate / benzoic acid; but you may consequently increase the risk of you and your family being exposed to microbial pathogens because so-called ‘natural’ preservatives are not as effective.” he said.

Be informed, not scared

A healthy diet means finding balance, MacDonald said. Keep food safety in mind and remember that choices have tradeoffs.

“Every change to our food system has broad repercussions. It is recommended that consumers fully examine claims that suggest health risks associated with food additives and to be aware of the composition of substitutes or replacements,” she said.

Holsapple and Dover also encourage people to seek out reliable information.

“We believe that consumers should be informed about why certain chemicals are added to food, and at what levels these ingredients could potentially cause adverse health effects.  Our aim is to provide information on both beneficial and detrimental chemicals in order to address consumer uncertainty, and to improve their ability to make evidence-informed choices,” Dover said.

If you discover an additive you can’t pronounce, don’t be scared! Learn more about it and then decide if you would prefer to remove the ingredient from your diet, or decide if you believe it’s okay to keep consuming those foods.

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Those unclear labels are getting a makeover as grocery manufacturers and retailers have joined together to simplify the process. They are introducing standard phrases that will state either “best if used by” or “use by.” Here’s what you need to know about the new labels.

1. The program is voluntary. The Grocery Manufacturers Association and Food Marketing Institute are the two major trade associations for food retailers and manufacturing and are coordinating the effort. They expect food companies to begin phasing in the new labels soon, with the goal of widespread adoption by the summer of 2018. “We want to encourage a consistent vocabulary so that our customers understand they are purchasing products that are of the highest quality and safety possible,” said Leslie Sarasin, president and CEO of the Food Marketing Institute.
2. Food dates are not regulated by the federal government. While the Food and Drug Administration does regulate food labels for nutrition and ingredients, there are no federal requirements for dating products. The only exception to this is infant formula. Food manufacturers provide date information to help consumers and retailers decide when food is of the best quality, but the dates do not necessarily indicate the safety of food.
3. “Best If Used By” will appear on most food. This phrase helps consumers to understand that the product may not taste as expected after this date, but is still safe to use or consume. It is not an expiration date.
4. “Use By” will appear on highly perishable foods. This phrase will be used only on products where food safety will be a concern at a certain point. When you see a product with this label, it should be discarded after that date.
5. The new labels will reduce food waste. Confusing date labels cause many consumers to throw out food unnecessarily. About a third of Americans always discard food close to or past the date on the label and 84 percent do so occasionally, a study by the Harvard Food Law and Policy Clinic and the National Resources Defense Council found. “Clarifying and standardizing date label language is one of the most cost-effective ways that we can reduce the 40 percent of food that goes to waste each year in the United States,” said Emily Broad Leib, director of the policy clinic.

The new date labels will make it easier to understand the safety and quality of food. It will also mean less food is wasted and that is a welcome change.

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What we also know: Most of us don’t eat enough of them.

We know why: We’re in the habit of reaching for an easy snack and habits are hard to change. Fruits and vegetables can be more expensive than other foods. And sometimes, they’re just boring.

Dr. Alison Duncan, registered dietitian and professor in the Department of Human Health and Nutritional Sciences at the University of Guelph, Ontario, gave us some useful ideas to get more of these foods in our diet. First, a look at the benefits.

“Fruits and vegetables are packed with essential nutrients and phytochemicals that can help reduce the risk of chronic diseases such as heart disease, diabetes and cancer.  There is no downside to consuming fruits and vegetables and the good news is there are so many choices, so many forms and they make your diet so interesting and colourful,” Dr. Duncan said.

That’s more than enough motivation to achieve the daily goals of fruits and veggies. Canada’s Food Guide recommends 7 to 10 servings per day; USDA My Plate recommends four to five cups. A common phrase says, “fresh is best,” however, fresh produce spoils relatively quickly and is often more expensive. We asked Dr. Duncan how frozen or canned products compare.

“Fruits and vegetables can be enjoyed as either fresh, frozen or canned with all of their nutritional value.  In fact, fruits and vegetables are often frozen or canned when they are at their peak in quality,” she said. “Dietary fibre content does not change in processing, storage and cooking of fruits and vegetables and so is similar among fresh, frozen and canned.”

She noted that dietary fibre content can decrease when the peel is removed in processing.

Not only do frozen and canned fruits and vegetables have the same nutrients, they also offer some advantages.

“The number one advantage of consuming frozen or canned produce is convenience.  You can easily store them at home and have them on hand at all times,” Dr. Duncan said. “Another advantage is cost.  You can often get frozen or canned produce on sale and since they are frozen or canned, you can buy them in larger quantities and store them so you do have them available.  A third advantage is that it means you are consuming fruits and vegetables, and this is the best advantage of all since it benefits your personal health.”

During the summer, it seems easy to get those fruits and vegetables in our diet. But other times of the year, it is more of a challenge. We asked Dr. Duncan to share some good ways to achieve the goal.

“Absolutely take advantage of the frozen and canned options!  There are so many options to choose from, we are so lucky.  For example, you can enjoy frozen Canadian wild blueberries in the winter and frozen butternut squash in the spring,” she said. “There are no excuses to not consuming fruits and vegetables all year round, they are affordable, accessible and delicious!”

Dr. Duncan shared two of her favorite recipes.

“For a delicious breakfast or snack, I love using frozen berries mixed into yogurt with granola.  My favourite vegetable is sweet potato, simply washed then pierced with a fork a few times, wrapped in a damp paper towel and microwaved 6 minutes, turn over, another 6 minutes.  Then cool for a bit and cut in half and eat as is. Delicious!”

She also offered some advice for getting out of the vegetable rut, where we eat the same standby foods so often they get boring.

“The frozen aisle is now full of interesting fruits and vegetables.  Try frozen mango, cherries or peaches.  Or add some canned sliced pineapple to your next meal.  For vegetables, include some frozen cubed butternut squash, or try enjoying some canned beets!” she said.

Reading labels is important when shopping. Dr. Duncan said in the freezer section, choose fruit without added sugar and frozen vegetables without added salt or sauces. In the canned goods aisle, choose fruit canned in fruit juice rather than syrup. Look for vegetables with low sodium. Another option is to rinse the food before consuming to reduce sodium.

“We are extremely fortunate to have access to fresh, frozen and canned fruit and vegetables, and we should consider all of these options as part of a healthy diet,” Dr. Duncan said.

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While traditional milk from a cow is still far and away the leader in the dairy case, plant-based products such as soy milk and almond milk are gaining popularity. They’re also a point of contention. Some feel we shouldn’t be able to call a drink “milk” just because it’s a white liquid. The Food and Drug Administration has been asked to make a determination.

We asked a panel of nutrition experts to weigh in on the issue:
Dr. Ann Macrina, Penn State University
Dr. Dennis Savaiano, Purdue University
Dr. Connie Weaver, Purdue University
Dr. J. Bruce German, University of California Davis

The bottom line:

The issue is far from settled, with strong feelings on both sides. Read labels to know for sure what you are buying and to know if the milks or drinks meet your expectations for nutrients, fat and calorie content.

What’s the debate all about?

Dr. Macrina: The USDA’s legal definition of milk is, “The lacteal secretion from a cow.” In theory, anything that does not meet that definition should not be called milk. So, the controversy is whether plant-based products should be allowed to be called milk.

Dr. Savaiano: If you asked people what milk is, I think most would say it is cows’ lactate that we put into containers and sell. Soy, almond and rice-based products aren’t milks – they’re drinks. They may look like milk but their nutrient composition can be quite different. Some of them can have a lot of added sugar. Some contain no calcium. It is possible to mimic the composition of cow’s milk but the consumer needs to be aware and the label will give the them the information they need.

Can you give us an example of how consumers should interpret what they see on the label?

Dr. Savaiano: Well, I’m looking at the label of an almond-based drink as we speak and I see it has no added sugar but calcium and Vitamin D have been added. You can see this beverage has been designed to be low in calories and high in calcium and vitamin D. It’s high in sodium compared to potassium, so it’s not a perfect blend compared to what cow’s milk contains. I also have a rice-based beverage label in front of me. It is low-fat and has added sugar. It has quite a bit of carbohydrate, a little bit of sodium and no calcium. There doesn’t appear to be a lot of nutrition in this drink.

Consumers should read the label very carefully. Plant-based drinks certainly can be a healthy choice but it depends on how they’re formulated.

From a nutritionist’s perspective, do you think plant-based drinks should be allowed to use the term “milk?”

Dr. Savaiano: I would prefer that we call them “drinks” because to call them milk implies they have the same nutrient composition as milk. This is going to be an interesting policy debate.

Dr. Macrina: I’m undecided. How about peanut butter? Butter is a dairy product but peanut butter is not. There are all kinds of spreads that we call butter. I think the consumer understands peanut butter doesn’t come from a cow. By the same token, I think consumers understand that soy milk comes from soybeans. I also understand that using the term “milk” might imply a certain nutritional profile so … I guess I’m not really sure where I stand on this.

Dr. German: I have a scientific conviction that vocabulary matters and that the imperative to develop accurate terminology for our understanding of the world around us is as vital as making scientific discoveries in the first place. I won’t dwell on the political implications of over-simplifying agriculture, food and health but certainly it is troubling that we conflate all “white liquids” as “milk.” So, in direct answer to the question, I feel strongly there need to be specific terms for human milk, bovine milk, sheep’s milk AND almond juice, soy juice, etc.

When it comes to making healthy food choices, whether it be dairy products or any other food, what’s your advice to consumers?

Dr. Weaver: Nutrition advice is mixed and comes at consumers in too frequent and complex doses. The best advice is for consumers to follow the Dietary Guidelines for Americans. This is the national policy with the most careful approach. Mandated by Congress, the U.S. Department of Agriculture and the Department of Health and Human Services convene experts every 5 years to review all related peer-reviewed evidence for the previous five years to give dietary guidance.

Related topics have been extensively gleaned from the literature, graded for quality and consistency, and summarized. The experts review the evidence and come to a consensus vote for each and every recommendation that is made. Using this information, laws are created that all government-funded nutrition programs must follow, such as the school lunch program.

No other process matches this extensive evaluation. But some scientists express their own opinions and media cover individual studies. This can be confusing to the public if the message doesn’t agree with the Dietary Guidelines. So, some choose to ignore them.

Dr. German: In my professional opinion, the failure to educate students through K-12 about diet, food and health has been a major mistake and stands as one of modern society’s great blunders. As a result, some consumers today have a discouraging misunderstanding of how diet relates to health. Individual foods are not the secret to health. Diet in its totality is what matters. Many consumers have been led to the impression that individual foods have almost magical properties and can cure all of the ills of the rest of their diet and lifestyle. We can debate how this impression developed, nonetheless it is just wrong. Hence, any beverage option should be viewed as a part of an overall diet for each individual in the context of their overall health, taking age, activity, tolerances and allergies into consideration.

Read Related Article: Plant-Based Milk vs. Cow’s Milk: What’s the Difference?

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