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Rebranding or health labelling happens simply because consumers are gullible.
And their ability to be easily manipulated comes down to a lack of clarity on why, how much and what they need to consume.
Foods don’t fall into convenient labels. You eat for pleasure. You eat to survive. And you can also make choices to help you thrive or improve performance.
For example, occasionally I like to add 15 grams of Nutella to my protein shake to make it into a delicious mocha shake. This is about 80 calories of sugar and oil. It’s purely for pleasure. I don’t feel guilty or bad.
I just acknowledge that I need my protein shake to taste like an indulgence. But I am not going to twist myself into marketing or semantic knots by trying to upsell Nutella into a health drink by adding whey and coffee to it.
Labels are a crude and mostly inaccurate substitute for your capacity to do a little math and be clear about why you are eating something.
I don’t eat more than 300 calories a day of rice, wheat or pasta. And it is split across the day into two meals. I don’t need a healthier grain. I just need to eat the right amount of grain.
Whey protein is a supplement to my daily dose of dairy, lentils and eggs. Occasionally, if I struggle to get enough of the other three I will have 15 grams more of whey protein. I don’t agonise over eating 90 grams or 100 grams of protein. And the sources. You pick ingredients and foods that get the job done.
That said, this stuff is not a recent phenomenon.
We’ve always been sold Boost, Bournvita, that vile immunity jam, oils and other crap that mostly does nothing or worse it contained too much sugar or metal.
You will remain susceptible to rebrands, marketing and manipulation so long as: