The Most Misleading Number on the Pack
The first step to becoming a savvy shopper is to ignore the bold health claims on the front and flip the package over. Before you check calories, sugar, or fat, your eyes should go to one place: the serving size. All the nutritional values listed—calories,
protein, fat, sodium—are based on this specific amount. A brand might list a surprisingly low calorie count, but that could be for an unrealistically small serving, like just a few biscuits or a handful of chips from a large packet. The Indian Council of Medical Research (ICMR) has warned that this is a common way consumers are misled, as the information is based on a serving size that is often much smaller than what a person would typically eat in one sitting.
The 'Per 100g' Equaliser
So how do you make a fair comparison between two different brands that use different serving sizes? The answer is the 'per 100g' column. In India, the Food Safety and Standards Authority of India (FSSAI) mandates that nutritional information must be displayed for both 'per serving' and 'per 100g' (or 100ml for liquids). This 'per 100g' value is the great equaliser. It allows for a true apples-to-apples comparison of a product's nutritional profile, regardless of the manufacturer's suggested serving size. If you're comparing two packets of chips, ignore the 'per serve' calories and look at the 'calories per 100g' to see which one is genuinely more energy-dense. This method cuts through any marketing spin.
Serving Size vs. Portion Size
It's crucial to understand the difference between a 'serving size' and a 'portion size'. A serving size is a standardised amount determined by the manufacturer for the nutrition label. A portion size, on the other hand, is the amount you actually choose to eat in one sitting. A small bottle of a soft drink might list a serving size as 100ml, but the bottle itself could be 300ml. If you drink the whole bottle, that's your portion, and you've consumed three times the calories, sugar, and other nutrients listed for a single serving. Many people mistakenly believe the serving size is a recommendation of how much to eat, but it's simply the basis for the label's calculations. Always ask yourself how many of the manufacturer's 'servings' are in your actual 'portion'.
A Shopper's 4-Step Checklist
Navigating food labels can feel overwhelming, but a simple process can make it second nature. FSSAI encourages consumers to 'Flip the Pack' and follow a few key steps. Here’s a quick checklist to use: 1. Check the Serving Size First: Before looking at any other number, find the serving size and the number of servings per container. This provides essential context for everything else on the label. 2. Examine the 'Per 100g' Column: Use this column to compare the core nutritional values (especially sugar, sodium, and saturated fat) between different products. 3. Scan the Ingredients List: Ingredients are listed by weight, from most to least. If sugar, maida (refined flour), or hydrogenated oils are among the top three, it’s a red flag, no matter the claims on the front. 4. Do the Mental Math: Based on the portion you know you'll likely eat, multiply the 'per serving' nutritional values to get a realistic idea of what you will actually be consuming.
