Know that feeling of pride after grabbing the “healthy,” “organic,” or “all-natural” option after a good workout? That’s exactly what big food brands are counting on.

But the sad truth for Americans is that these words don’t always mean what they say. Thanks to clever marketing loopholes and vague food regulations, you may be paying a premium for foods that look healthy but still contain ingredients banned in dozens of other countries. The good news is, you can now see for yourself by scanning your favorite health or protein bar with the WISEcode app on iOS or Google Play. This AI tool is designed to provide solutions for identifying misleading marketing claims and helping consumers make informed choices. Users can access the app's features to create more transparency in their food choices and better understand what they are really consuming.

The Buzzword Trap

These terms are used because they work for sales. Studies show that consumers perceive these buzzwords as indicators of health even when the nutritional value doesn’t support it. Walk through your favorite grocery store aisle, and you’ll see products touting buzzwords like:

• “Healthy”

• “Organic”

• “All Natural”

• “Non-GMO”

• “Made with Real Fruit”

But here’s what those words don’t tell you: they often obscure the real nutrition profile of the product.

• “Organic” just means a percentage of ingredients are certified organic—not all of them.

• “All Natural” has no standard definition by the FDA. Even high-fructose corn syrup is marketed as “natural.”

• “Non-GMO” doesn’t mean the product is free from other additives or harmful preservatives.

• “Made with Real Fruit” often means a tiny percentage of fruit purée mixed with food dyes and artificial flavors.

The Impact of Grocery Stores On Your Choices

When you walk into your local store or scroll through an online grocery shopping app, you might not realize just how much grocery retailers are influencing your decisions. From the layout of fresh produce displays to the personalized product suggestions you see online, grocery retail has become a sophisticated blend of psychology, data, and technology.

Today’s grocery retailers are leveraging advanced AI tools to transform the customer experience. By analyzing purchase histories and individual preferences, these retailers can offer tailored recommendations that align with your health goals and dietary restrictions. For example, Whole Foods Market uses machine learning algorithms to sift through customer feedback and optimize inventory, ensuring that shelves are stocked with the freshest produce and that food waste is kept to a minimum.

The integration of artificial intelligence in grocery retail is a true game changer. AI-powered chatbots now help customers build shopping lists, suggest shoppable recipes, and even guide them to gluten-free or organic products that fit their unique needs. With natural language processing and computer vision, stores can enhance operational efficiency, reduce human error, and make it easier for shoppers to find exactly what they’re looking for, whether it’s a new recipe or a trusted brand.

As the industry evolves, grocery retailers are focusing on creating personalized experiences that go beyond simple transactions. By tapping into data points like shopping habits and health goals, they’re able to offer healthy choices that genuinely support your lifestyle. The AI revolution in grocery retail isn’t just about convenience—it’s about empowering customers to make better decisions, reducing food waste, and driving customer engagement and retention.

As the industry slowly embraces this new era, integrating AI and machine learning into grocery shopping, you can already use apps powered by artificial intelligence to find exactly what you're looking for at the store.

Why Do Grocery Retailers Allow This?

In short: lobbying and lenient food regulation.

The FDA doesn't require pre-market approval for many food additives in the United States. As long as an ingredient is “Generally Recognized As Safe” (GRAS), it can often be used without additional testing. To make matters more difficult, many of these GRAS designations are based on outdated research, or were influenced by food industry lobbyists.

How to Outsmart the Labels When Grocery Shopping

Don’t get duped by design. Here’s how to take control and implement these strategies for smarter, more informed shopping:

1. Read the ingredient list – Not just the front of the box. If you can’t pronounce it, look it up.

2. Look for 3rd-party certifications – Labels like USDA Organic, Non-GMO Project Verified, and EWG Verified offer a bit more transparency.

3. Use apps like WISEcode – These apps are a tool for smarter shopping, scanning products and giving quick insight into ingredient safety. E-commerce platforms can also provide transparency and support these strategies.

4. Buy whole foods – Fresh produce, legumes, and grains rarely have labels—because they don’t need them. Choosing whole foods can help reduce waste and allows you to respond to seasonal trends for fresher, more sustainable options.

5. Follow global standards – Research what’s banned in Europe or Japan, and avoid those ingredients here - WISEcode has a filter for these ingredients in the app.

Your Healthy Choices Are Not a Marketing Strategy

Our reality is that big food brands invest billions in making unhealthy products look wholesome, driven by their business motives to maximize sales and brand loyalty.

We deserve better than deceptive buzzwords and risky additives. The next time you’re making a food choice, remember: just because it says “natural” doesn’t mean it’s free of unwanted ingredients. Focus on real health data, not just marketing claims, to make choices that truly support your well-being.

Start reading between the labels and know what’s in your food. The benefits of making informed food choices include better health, more energy, and peace of mind. Download WISEcode on iOS or Google Play for free, scan the bar code, and get the word out that we don’t want them in the grocery aisles anymore.