My son just brought home a bottle of apple juice.
"100% Apple Juice From Concentrate" it said on the label. That sounds good to me. We're not big juice drinkers, but he's young and eats a well-balanced diet. Some fruit juice once in awhile won't hurt him.
Label reader that I am, I examined the attractive logo on the bottle. (You can't read the print, but you can see the design in this photograph.) It's green, yellow and orange – like a flower or the shining sun. Maybe the juice is natural, organic or enriched with vitamins?
The not-so-fine print on the logo says:
Source of Energy - מקור לאנרגיה
What's that supposed to mean?
Energy means calories when it comes to food. Unless it's water or a diet drink, it's going to have calories. And those calories are a source of energy. The nutrition label states clearly that one cup of this apple juice has 96 calories. Of course it has energy.
So the eye-catching logo is telling us the obvious – that apple juice is a source of energy. Big deal!
Much of food marketing is just like this – catchy (or not so catchy) phrases that don't mean much of anything. So it's up to you to bypass the hype and go straight to the helpful information – the nutrition label. From there, compare prices and choose the best deal.