The same goes for labels like "organic," "low fat," "no trans fats," and "made with whole grains," which leave consumers confused about what is truly good for them and what is merely deceptive labeling. It's an easy way for them to rebrand as healthy while maintaining consumer loyalty (by making sure their products remain tasty and cheap).
Nestle, Hershey, and Frito-Lay have also removed artificial dyes to appeal to nutrition-conscious consumers. To be fair, Kraft isn’t the only Big Food company moving in this direction. And that's before you add the butter. But by removing artificial preservatives and synthetic colors, Kraft will be allowed to market the product as "natural." That doesn't mean much: The Food and Drug Administration only requires products with a"natural" label to "not contain added color, artificial flavors, or synthetic substances.” It’s still processed and not necessarily healthier for you, but consumers might not know the difference. In other words, a box of the new Kraft mac and cheese-and it's not uncommon to eat the entire box as a single meal-will still contain around 780 calories, 75 calories from fat, 9 grams of fat, 4.5 grams of saturated fat, and 1,710 milligrams of sodium (a whopping 72 percent of the daily value).
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