The Deceptive 'Health Halo'
It’s a familiar scene in any supermarket. Packaging adorned with words like 'natural,' 'organic,' 'multi-grain,' 'low-fat,' or 'gluten-free' creates a 'health halo.' We instinctively see these products as virtuous, assuming they are fundamentally better
for us. This psychological trick is the cornerstone of the hidden sugar scam. Marketers know that once a product is perceived as healthy, we are less likely to scrutinise its nutrition label. We feel good about the purchase, while food companies profit from our desire to be well without doing the hard work of, well, being well. The 'low-fat' yoghurt, for example, often compensates for the lack of flavour from fat by adding heaps of sugar. The 'healthy' breakfast bar? It can sometimes have as much sugar as a chocolate bar.
Sugar By Any Other Name
One of the most effective tools in this deception is language. If an ingredient list clearly stated 'sugar' as its second ingredient, many of us would pause. So, manufacturers use sugar’s many aliases. There are over 60 different names for added sugar, and they are masters at using them. Look out for words ending in '-ose' like dextrose, fructose, sucrose, and maltose. But it doesn't stop there. Ingredients like high-fructose corn syrup, cane juice, maltodextrin, rice syrup, and fruit juice concentrate are all forms of sugar. By using several different types, manufacturers can ensure that 'sugar' doesn't appear at the top of the ingredients list, which is ordered by weight. It’s a clever way to mask the true quantity of sugar in a product, making it seem healthier than it is.
The Usual Suspects in India
This isn't a foreign problem; it’s right in our kitchens. Think about the products marketed heavily to Indian families. Packaged fruit juices, often given to children as a 'healthy' alternative to fizzy drinks, can be loaded with added sugars, even if they boast '100% juice.' So-called 'digestive' or 'oat' biscuits, the default tea-time snack in many homes, often contain refined flour and significant amounts of sugar. Breakfast cereals aimed at kids and adults alike, even the ones promoting 'whole grains' and 'fibre,' can have shockingly high sugar content. Even savoury foods are not immune. Ketchup, pasta sauces, bread, and salad dressings can all contain surprising amounts of hidden sugar to enhance flavour and shelf life.
How to Become a Sugar Detective
Becoming an informed consumer is your best defence. It doesn’t mean you have to give up all packaged foods, but it does require a new habit: reading the label. First, ignore the claims on the front of the box. Turn it over and look at the ingredients list. Remember, ingredients are listed by quantity, from most to least. If you see sugar or one of its many aliases in the first few ingredients, be wary. Next, check the nutritional information panel. Look for 'Total Sugars.' While the Food Safety and Standards Authority of India (FSSAI) is moving towards clearer labelling, it’s still on you to interpret the numbers. A good rule of thumb is to be suspicious of any product where sugar is a major component. As a reference, the World Health Organization recommends adults consume no more than 25 grams (about 6 teaspoons) of added sugar per day.
