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.  

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:

• “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.

Why Does the U.S. 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 To make matters more difficult, many of these GRAS designations are based on outdated research, or were influenced by food industry lobbyists.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

Don’t get duped by design. Here’s how to take control:

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 can scan products and give quick insight into ingredient safety.

4. Buy whole foods – Fresh produce, legumes, and grains rarely have labels—because they don’t need them.

5. Follow global standards – Research what’s banned in Europe or Japan, and avoid those ingredients here.

Your Health Is Not a Marketing Strategy

Our reality is that big food brands invest billions in making unhealthy products look wholesome.

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 safe.

Start reading between the labels and know what’s in your food. Download WISEcode on iOS or Google Play, scan your health bar, and get the  word out that we don’t want them in the grocery aisles anymore.