The Leanwashing Index’s has its 2013 list of food marketing words that should be banished to the land of advertising malarkey. The list is inspired by the appearance of “superfood” on Lake Superior State University’s 38th annual List of Words to be Banished.
The Top 5 Leanwashing Terms of the Year all appeared in ads posted by consumers in 2012 on LeanwashingIndex.com, a free consumer-driven educational tool that allows people to post and rate food advertising. Here they are: Natural (plutonium is natural), Made With (one molecule of a leaf means it's made with fiber); Whole Grains, same drill. Light (means nothing when lots of sugar adds bulk); 100 Calorie (could mean empty calories); processed snacks are marketed in 100-calorie packages, leading consumers to believe what’s inside is a healthy choice. Many of these should be labeled “empty calorie” packages.