When discussing food, what does the term “healthy” truly signify? While many agree that fruits and vegetables are healthy options, the status of meat, pasta, white bread, low-fat ice cream bars, vegetable snack chips, and walnuts is less clear. The Food and Drug Administration (FDA) established a definition for “healthy” food labels in 1994. However, as Kind Snacks discovered when it received a warning notice from the FDA two years ago regarding the saturated fat content in some of its bars, this definition is outdated. A key component of the definition relates to a product’s fat content; although Kind bars contain more fat than other items deemed “healthy,” this is due to their primary ingredient—nuts, which naturally have higher fat levels.
At an FDA hearing in Maryland, Kind’s senior vice president and general counsel, Justin Mervis, presented a chart illustrating “healthy” food items—based on the existing FDA definition—alongside those that do not qualify. Examples of “healthy” items included colorful children’s fruit cereal, low-fat chocolate pudding, and frosted toaster pastries, while the non-“healthy” category featured almonds, avocados, and salmon. In May 2016, the FDA reversed its stance on Kind’s “healthy” claim and pledged to reevaluate the definition following a petition from Kind. In September, the FDA officially began reconsidering the term, inviting comments on how to best define it until April 26.
The recent public hearing was aimed at gathering insights from manufacturers, nutritionists, and the public to redefine “healthy” in a way that aligns with contemporary science and dietary habits. Mervis emphasized the necessity of having a clear and regulated definition to effectively serve consumers. “It’s simply just a signal,” he stated, indicating that the term should denote that a food meets certain criteria. “They are foods generally recognized as beneficial for health, with minimal negative components.”
This may seem straightforward, yet establishing a new, suitable definition is more challenging than anticipated. According to Douglas Balentine, director of the FDA’s Office of Nutrition and Food Labeling, the term “healthy” is not universally defined. Each consumer has their own interpretation of what constitutes healthy food. Most consumers rely on government food regulators for accurate information, expecting that any product labeled as healthy adheres to a widely accepted definition. Balentine noted that the original definition focused on reducing fat intake and promoting essential nutrients like vitamin C, vitamin A, protein, calcium, and fiber. Today, however, consumers are more concerned with the overall nutritional profile of the foods they consume, prioritizing total sugar content over fat or cholesterol levels.
Food labels and health claims significantly influence consumer behavior. According to the FDA’s 2014 Health and Diet survey, 77% of adults utilize food labels in their purchasing decisions, and 79% pay attention to labels when trying a new product. Health claims are particularly impactful—nearly 90% of consumers use them to guide their food choices. Many will stop reading a label if they see a health claim that aligns with their preferences, such as low sodium, and may even assume other positive attributes, like reduced added sugars.
Claims can create a perception of healthiness, even if they are misleading. Verrill shared findings from her studies, including one where consumers preferred snack chips labeled as a source of vitamins, spending less time evaluating the product’s actual health benefits. Another study showed that consumers rated junk food with health claims as healthier. “Claims work,” Verrill asserted. “They shape consumer perceptions and influence purchasing decisions.”
David Portalatin from The NPD Group noted that consumers are increasingly focused on information available on product labels. They prioritize sugar content over calorie counts, seeking a comprehensive understanding of the nutritional value of the food they consume. Consumers today are inclined to follow personalized eating regimens based on their research. “More information is better,” he stated, highlighting the desire for accessible nutritional data.
When the International Food Information Council Foundation posed open-ended questions to consumers about the meaning of “healthy,” they indicated it should reflect aspects like low sugar, low fat, low sodium, and overall health benefits. Given the high level of trust consumers place in food label terminology, the FDA must carefully craft a definition that encourages healthier eating habits. “There are many expectations surrounding ‘healthy,'” Sanders remarked. “It can create a health halo around the product as a whole.”
Food manufacturers and nutrition experts have differing objectives when redefining “healthy.” Producers want the ability to label their products as healthy, while nutritionists want to ensure that those claims are valid. Mervis outlined his company’s vision for the new definition, suggesting that healthy foods should provide meaningful amounts of essential nutrients such as fruits, vegetables, legumes, or nuts, without imposing specific thresholds for nutrients like vitamin C or calcium. He proposed that “healthy” foods should have minimal added sugars, sodium, added fats, and artificial colors.
Conagra, represented by Kristin Reimers, also participated in the discussion, emphasizing that their brand, Healthy Choice, was developed in response to changing consumer perceptions of health. Reimers presented a detailed matrix ranking the healthfulness of various foods, distinguishing natural peanut butter as healthy while categorizing french fries as unhealthy.
Lindsay Moyer from the Center for Science in the Public Interest advocated for stringent guidelines, arguing that labels should guide consumers toward genuinely healthy foods rather than serve as marketing tools for processed items. Tuma from the Academy of Nutrition and Dietetics acknowledged the diverse interpretations of “healthy” and the need for a definition that reflects actual nutritional science.
Despite the challenges in reaching a consensus, Tuma emphasized the importance of encouraging better eating habits. “Where does that leave us? We don’t have an answer,” he admitted, reflecting the ongoing debate surrounding the definition of “healthy.” In the quest to celebrate calcium citrate and promote better nutrition, it is crucial to establish a definition that resonates with both consumers and health professionals alike.