Last December, in the midst of the holiday season traditionally filled with indulgent meat dishes, buttery sides and sweet desserts, the U.S. Food and Drug Administration offered advice worthy of a New Year’s Resolution. On December 19, the agency updated its definition of what consumer products could be labeled “healthy.” 1
The new FDA healthy definition, which goes into effect on February 25, 2025, but generously gives manufacturers three years to reach nutrition labeling compliance, imposes strict limits on added sugar, saturated fat and sodium. Many brands and marketers want to make food product claims that position their goods as “healthy,” but now will have a higher bar to hurdle.
The FDA explains there is “an ever-growing crisis of preventable, diet-related chronic diseases in the U.S. that requires immediate action,” including Type 2 diabetes and cardiovascular disease, and says that its updated definition of healthy foods seeks to “help ensure that consumers have access to more complete, accurate, and up-to-date nutrition information on food labels.”
To qualify as “healthy” under the updated definition, products must not only reduce the bad stuff, but must contain a certain amount of nutrients from at least one of the food groups, or subgroups, outlined by the USDA’s Dietary Guidelines for Americans, including vegetables, fruits, proteins, dairy and grains. Foods newly classified as “healthy” include some higher-fat fish such as salmon, as well as nuts and seeds, olive oil, coffee and tea, joining other foods like peanut butter, canned fruits and vegetables.
For the first time, manufacturers must adhere to certain added-sugar limits to claim “healthy” status for products – not exceeding 2.5 grams per serving for individual foods, and no more than 5% of the recommended daily value per serving for dairy and grain products.
Naturally, two questions arise: Will consumers pay attention and become more aware of making healthier choices? And will manufacturers be motivated to reformulate their products as needed to offer healthier foods? Just as naturally, some pushback also arose.
“We remain concerned that this government regulation is not based on clear and unambiguous scientific evidence or an in-depth economic analysis that considers all the potential impacts to consumers and the market,” stated Sarah Gallo, senior vice president of product policy for the Consumer Brands Association. 2
This is the same industry organization that, in a blog post a year ago, bemoaned “the onslaught of recent coverage (largely opinion pieces thinly veiled as news) dedicated to the topic of ‘ultra-processed,’ determined to demonize certain foods, and, therefore, the food choices consumers either want to make or need to make for their personal lifestyle.”
Ultra-processed foods – those that have been altered “to include fats, starches, sugars, salts and hydrogenated oils extracted from other foods,” 3 such as chicken nuggets, hot dogs, potato chips, soft drinks and sweetened cereals – may add taste and flavor, and make products shelf-stable, yet despite protests from profit-driven industry groups, they can have negative health effects.
But what about those products that until now have been marketed as “healthy,” but might not really be as nutritious as they seem based on their ingredients? Here are some examples:
- Yoplait Original Yogurt – Loaded with up to 20 grams of sugars per serving, much of it added sugar, it has less than half the protein of Greek yogurt and can contain artificial flavors, colors and thickeners to enhance its taste and texture.
- Sensible Portions Garden Veggie Straws – Made primarily from potato starch, potato flour and corn starch, with minimal amounts of actual vegetables, it has high sodium levels (220 mg per single serving) and is highly processed.
- Clif Bars – Marketed as energy bars for active lifestyles, they can contain as much sugar as a candy bar (17-22 grams each) and are high in calories (240-280 per bar), which can be especially unhealthy for those not engaging in vigorous physical activity.
- Kellogg’s Special K – Made primarily from refined grains stripped of their fiber and nutrients during processing, with each serving offering typically less than 1 gram of fiber, many varieties contain 8-12 grams of sugar per serving.
- Quaker Instant Oatmeal Maple & Brown Sugar – Compared with unsweetened oatmeal, its pre-flavored packets contain 12 grams of sugar, as well as artificial additives, with a far lower fiber content than steel-cut or old-fashioned rolled oats.
- Hidden Valley Fat-Free Ranch Dressing – Each two-tablespoon serving contains 260 mg of sodium, close to 11% of the recommended daily limit, as well as artificial flavors, preservatives and thickeners like xanthan gum and modified food starch.
- Naked Juice Green Machine – A so-called health drink made from fruit juices and purees delivering little fiber, each 15.2-ounce bottle delivers around 270 calories and a massive 53 grams of sugar (about 13 teaspoons).
No doubt some manufacturers will rise to the challenge of making their products healthier in order to use the word “healthy” on the label. There’s also little doubt that the new presidential administration or Congress may move to delay, suspend or repeal the new rule. For consumers paying attention, the ball is in their court – and let’s hope it’s not a malted milk ball.
Key Takeaways
- With the FDA’s new definition of “healthy” foods, manufacturers have the opportunity to help consumers live longer, healthier lives.
- Ultra-processed foods are being exposed as ultra-unhealthy, and consumers empowered by better information can make better choices.
- Visit this FDA link to learn how to read a nutrition label.
References
- FDA Updates “Healthy” Claim, Providing a Refreshed Tool for Consumers. FDA website. https://www.fda.gov/news-events/press-announcements/fda-updates-healthy-claim-providing-refreshed-tool-consumers December 19, 2024
- The Realities of Processing’s Impact on Our Food Supply. Consumer Brands Association website. https://consumerbrandsassociation.org/blog/the-realities-of-processings-impact-on-our-food-supply/ January 16, 2024
- What Ultra-Processed Foods Are (and Why They’re So Bad for You). The Cleveland Clinic. https://health.clevelandclinic.org/ultra-processed-foods March 23, 2023