Smart Choices?

Do you consider Froot Loops, mayonaise, and Fudgsicles to be especially healthy foods? According to the new "Smart Choices" food labeling campaign these and many other highly processed will be labeled as such, further muddying the waters for already confused consumers who are trying their hardest to make healthy food choices for their families. 

What is the rationale for labeling such foods as those pictured above as healthy? According to Eileen T. Kennedy, president of the Smart Choices board: 

“The checkmark means the food item is a ‘better for you’ product, as opposed to having an x on it saying ‘Don’t eat this,’ ” Dr. Kennedy said. “Consumers are smart enough to deduce that if it doesn’t have the checkmark, by implication it’s not a ‘better for you’ product. They want to have a choice. They don’t want to be told ‘You must do this..."   She continues: 

"You’re rushing around, you’re trying to think about healthy eating for your kids and you have a choice between a doughnut and a cereal,” Dr. Kennedy said, evoking a hypothetical parent in the supermarket. “So Froot Loops is a better choice.”

Ten companies, including Kellog's, Kraft, ConAgra Foods,General Mills, and Pepsico have signed up for the Smart , paying $100,000 annually to participate.

You can read about the program here:

www.nytimes.com/2009/09/05/business/05smart.html