The Serving Size Illusion
The nutrition information panel on any packaged food is designed to inform, but it can also confuse. A key source of this confusion is the “serving size”. According to the Food Safety and Standards Authority of India (FSSAI), a serving size is the amount
of food customarily consumed in one go. However, this amount is determined by the manufacturer, not by a universal health standard. A brand can list a deceptively small serving size—say, just four biscuits or 15 grams of chips—to make the calorie, sugar, and fat counts appear reassuringly low. If you eat the whole packet, which many of us do, your actual intake might be two, three, or even four times what you saw at a glance. This practice is a common consumer trap, making an unhealthy product seem like a responsible choice.
Your Tool for Truth: The ‘Per 100g’ Column
So, how do you make a fair comparison between two similar products? Ignore the 'per serve' column and look for the 'per 100g' or 'per 100ml' information. FSSAI regulations mandate that nutritional values must be declared per 100g/ml in addition to per serving. This is the great equaliser. It provides a standardised benchmark, allowing you to compare products like-for-like, regardless of the manufacturer's chosen serving size. Product A might have fewer calories per serving, but when you check the 'per 100g' values, you may discover it's actually higher in sugar and fat than Product B. This column reveals the true nutritional profile of the food, stripping away the marketing spin.
How to Make an Accurate Comparison
Next time you're shopping, follow these simple steps. First, pick two similar items you want to compare, like two brands of multigrain biscuits or breakfast cereals. Second, find the nutrition panel on the back of each pack and locate the 'per 100g' column. Third, compare the key nutrients that matter most to your health. Pay close attention to total sugars, saturated fat, and sodium. A food is generally considered high in a nutrient if it has over 20% of the daily value (%DV), and low if it has 5% or less. For sugars, a product with more than 10-12g per 100g is considered significant. By using this method, you can quickly identify which option is genuinely the healthier choice, based on standardised facts rather than clever labelling.
Beyond Serving Size: Other Label Traps
Misleading serving sizes are just one part of the story. The Indian Council of Medical Research (ICMR) has warned consumers about other confusing claims. For instance, a “sugar-free” product might be loaded with fat or refined flours to compensate for taste. A product labelled “Made with real fruit” may contain as little as 10% fruit pulp, with the rest being added sugar and additives. Similarly, a “high protein” snack might offer a trivial amount of protein per serving, while a “baked not fried” item can still be high in fat. The front of the pack is designed to attract you with appealing claims, but the real information is on the back. Always turn the package over and read the full nutrition panel and ingredient list.
