Because I was the subject of the issue of Market Place February 13, 2015 CBC Radio-Canada interesting, I decided to translate into French, as well as possible, the English show. I hope that people who do not speak English and who follow me will appreciate. I did not realize the magnitude of the job when I had this idea :).
Original title ‘Healthy food or lousy labels? . Food fiction ‘ Duration: 22 minutes 27 seconds.
INTRO AND SUBJECT
Does food labeling and health claims have significant influence when it comes time to make a choice between different trading popular products available in grocery stores?
And how these choices are really healthy, whether for morning meal, lunch or for dinner? Fact or fiction?
SUMMARY OF ISSUE
The adage in English that says ‘What you see is what you get’ (what you see is what you get) is shall we say that the marketing pros just trying partly to circumvent. By catchy slogans, carefully chosen words for what they represent and generate emotions as well an abundance of sometimes contradictory information, they arrive (too often he seems) that the said health claims are not in reality. Many consumers do not know what it really represents what is on the labels. The adage that ‘Knowledge is power’ thus takes in the field of food as elsewhere, its meaning.
MODERATOR TO CONSUMER: (0; 49 sec at 0; 51.) Facilitator: » how are you influenced by the health claims of a written product packaging? »
WOMAN: » This is the first thing I look at. »
The facilitator therefore meets a doctor (a nutrition center and Health in Ottawa) to discuss these health claims made by these companies about certain products. Fact or fiction?
MODERATOR TO DOC (1; 30: 1; 50)
Facilitator: » how would you describe the tactics used by some of these companies for us to buy their products? » DOC ‘These companies will do everything to convince the consumer that what is in their product is healthy.’ ‘Moderator: » and how do you think the industry is successful? » DOC: » I think they succeed handily. In every alley, they use very effectively psychology and beliefs. It is unfair. »
First product reviewed in this report – NUTELLA and their famous slogan: ‘loves Nutella Breakfast’ –
(2; 13) Incursion in a small family who love this product. ‘Jack’ (child), eating buttered toast with Nutella 3 times a week. ‘Delicious’ he should taking a good bite of well buttered bread, a little sugar on the corner of the lips. The conversation continues between the host and the mother. He asks how much is deposited on each toast if she knows well the composition of the product and how many of added sugar in Nutella. (We will see her again to 5; 00-5; 30 while taking full extent of this processed food as it is not the answer, it is transported back to the facilitator and the DOC.).
MODERATOR (2; 57-1; 50)
Facilitator » what do you think of this? » DOC: » I think it’s candy spreads (Spreadable candy). » Host » candy. Why? » DOC » because essentially, what you will put on your bread (speaking of Nutella) sugar will ».
VOICEOVER: ‘we talk about how much sugar exactly?’ ‘Host:’ ‘it says on the label 1 c.à.t. to 11 g of sugar. »
(3; 20-3; 25) seen facilitator extend what this amount on a slice of bread. DOC then shows what is done this in terms of ingredients.
Ingredients (1 serving):
– Pinch Whey powder
– A SMP clip
– A little cocoa powder
– 2½ hazelnuts – 3 sugar c.à.t (1 g)
Facilitator: » DOC ‘is a ton of sugar on my slice of bread.’: » This is indeed a lot of sugar. Many people say they know it’s not very healthy. But I’m not sure that these same people realize how unhealthy it is. »
(4; 09-4; 14) VOICEOVER: » all that sugar to one portion. » But the doctor think people in reality eat much. DOC: » label shows a larger portion. I wonder if 2 servings will give more what really looks like the label. » DOC and demonstrates that there is actually less sugar in chocolate cake icing (ie for c.à.t .t) in Nutella. Still, the company expressed its opinion in TV promos saying that their product can be part of a balanced breakfast with fruit and glass of milk.
At 5; 30, we will review the parents who have in the past led to short the company, saying that their marketing was misleading. Nutella ultimately had to pay $ 3 million in restitution. Following this, their advertising was slightly changed in part to silence the critics.
QUESTION VERY RELEVANT TO MODERATOR (6; 00-6; 30)
Facilitator: » How is it that these companies can do this kind of health claims? » DOC » Companies can say what they want as long they can get by without too damage ». ( my opinion, a reference to public opinion, I suppose )
FINAL WORD MARKET PLACE: VOICEOVER: » Let us replace the slogan Nutella loves breakfast with Nutella loves sugar . »
Moving on to dinner with the Campbell’s soup healthy request.
(7; 00) When the moderator asks consumers what it means according to them the word ‘Healthy request’, she replies that it must to indicate that there are more vegetables and whole grains. The man next to him adds (with a laugh) that it would look at the list of ingredients to see if the claims of the company are real or not. The man interviewed following confess with what is written, it is a product that could be considered.
(7; 20-9; 00) The facilitator and the DOC dissect the label to see clearly. DOC: » no doubt that the label and packaging indicate that this product is healthy. » » … Look at the drawing. spoon filled with vegetables … just a logo on top with a heart and saying it’s health (healthy). Contents: Sodium (salt) 470 mg per serving. The DOC says it’s a lot, especially for someone for example who have heart problems. But it is on the question that seems to put more emphasis. DOC: » what is the stated amount for a serving? » Host: » per 250 ml. But the container contains about 400 ml. » DOC: » This means that it can contains about 750 ml of salt … I wonder who would not eat all the content … it is a container made for a portion … you can not close. »
(9; 00 to 9; 10) The facilitator and the DOC continued that momentum by explaining that it becomes difficult for consumers to compare the nutritional information if do not take into account any container, rather using the traditional portion 250 ml as reference. Because few people in reality begin to calculate everything for the real numbers.
(9; 11-9; 10) VISUAL EXAMPLE OF WHAT REPRESENTS THE SOUP-CONTAINER IN TERMS OF SALT.
A big bowl of potato chip
CONCLUSION MODERATOR TO DOC (9; 29-9; 10) Moderator: » So this indication ‘healthy request soup’ ‘DOC’ ‘not really healthy.’ ‘
FINAL WORD MARKET PLACE: VOICEOVER: » replace the Campbell’s slogan h ealthy request soup by Campbell’s salt will request soup . »
(10; 44-11; 19) Leaders pass bread. With a product claiming that it is a vegetable bread (bread with veggies). A client: » … of course vegetables are good for us, yes? » Another client: » … it should give you an advantage to get to eat lots of vegetables recommended per day. »
(11; 20-11; 33) MODERATOR TO DOC Host: » the bag is covered with carrots drawings. What this suggests you think? ‘DOC’ ‘probably for me, and for most people, this suggests that this bread has a lot of carrots.’ ‘
(11; 33-12; 27) CARROTS AND VITAMIN A on the label, it says 6% of your daily requirement per serving (2 slices) The DOC demonstrates a carrot 6% vitamin A found in the indicated portion (about 1g, mini piece of carrot, only about half a finger to what one can see on the screen).
(12; 10-12; 27) DOC: » When you incorporate vegetables in a processed product, this results to strip of its nutrients (food). Eat a carrot is not the same as eating carrot in a processed product. »
(12; 36-12; 27) MODERATOR TO DOC Host: » if you eat bread to the full, how will you eat carrots? » Doc » for a medium sized carrot, about one seventh of the carrot. »
Perception vs. reality
THE INFORMATION ON THE PRODUCT ARE NOT FALSE. BUT CONSUMER PRINT IT WAS THEIR THINKING THAT THE PRODUCT provided them MUCH VITAMIN MORE THAN REALITY.
FINAL WORD MARKET PLACE: VOICEOVER: » Let us replace the slogan Dempster’s vegetable garden by Dempster’s where’s the veggies ? »
(13; 36-12; 27) IT’S TIME FOR LUNCH AFTERNOON » 100% fruit bars’ A client: » … if it is registered ‘made with 100% fruit’ you think it’s like an apple, an orange … »
(14; 09-14; 27) MODERATOR TO DOC Host: » If you look at the nutritional information, 29 g of sugar per bar. How much is sugar » DOC ‘?’ … It is the same as if you were eating 6 ½ oreo cookies. I do not think that if parents knew that they would send their children to school with oreo cookies as a snack every day thinking it is healthy » host: ‘.’ Parents do not. They believe that this bar is a healthy alternative. No 6 ½ oreo cookies. »
MODERATOR TO DOC Host: ». SunRype we called the company and they told us that this product is made from 100% fruit »
(15; 06-15; 27) DOC: » I think in the beginning of the chain of production and processing the product is made from fruit. But the method of transformation changes the nutritional quality of a product. This, again, it’s sweet. Candy disguised as fruit remains a sweet. »
(15; 34-16; 00) MODERATOR TO DOC Host: » strawberries are known to provide vitamin C. As a bar, it says that you remove 2% (of your daily needs). How much it is? ‘DOC’ ‘very little. If you eat a strawberry, and you want to have the same amount of vitamin C with these bars, you should eat 6. Frankly, I think the only thing we should be able to announce such fruits are … real fruit . »
KRAFT DINNER SMART, flex omega 3 no artificial flavor
(17; 23-17; 30) POP-INFO original Kraft Dinner for $ 1.25 a box SMART versions for $ 2.19 a box
(17; 35-17; 30) MODERATOR TO DOC Host: » label (KD smart with vegetables) said dehydrated and frozen cauliflower. How many do we have exactly per serving? ‘DOC’ ‘not much. This is Kraft Dinner … is 2 c.à.t. » host: » … high fiber … how many do we have per serving? » Doc » about the equivalent of an apple . On paper, it seems. But with this product, you do not have all the health benefits associated with the consumption of fruits, vegetables, whole grains. We do not have the evidence to show that if we take the fibers of a natural food for inclusion in a KD, the product will become suddenly health. I think that is stretching the sauce. »
(19; 00-17; 30) VOICEOVER: » how many KD Smart we need to have the same amount of omega 3 that the piece of salmon fish displayed on the screen? 177 portions (44 boxes). » DOC: » This is not health food. People want to eat; it’s OK. But think it is the (health), it is fiction. »
FINAL WORD MARKET PLACE: VOICEOVER: » replace the slogan KD Smart by KD not so smart ? »
(20; 25-20; 40) VOICEOVER: » the government should take more responsibility according to the DOC by ensuring that the nutritional information is not misleading. » DOC » the consumer should not have to study the labels on the back of the box to see if the health claims on the front are fair or not? »
(21; 00-20; 40) A client ». Be honest (al) »
Another client: » … be more transparent … (al) »
Another client: » your children also eat these products (al). It is time to change. »
Hope you enjoyed my translation effort.
Enjoy your meal. 🙂