The term healthy has become a catchall in the food and beverage industry—a shiny label slapped onto everything from protein bowls to oat milk lattes. But peel back the label, and the reality is far less wholesome. Many so-called healthy menu options are riddled with hidden sugars, calorie bombs, and dubious ingredient claims. Here are five common reasons why the “healthy” halo around your menu might be misleading your customers.
1. Hidden sugars are everywhere
That green smoothie boasting kale, spinach, and superfoods? It often comes with a side of 30 grams of sugar, thanks to such “natural” sweeteners as honey, agave, or fruit juice concentrate. Although these ingredients sound better than table sugar, they hit your bloodstream the same way.
Even worse, sugar often lurks where you least expect it. Many “healthy” dressings, marinades, and granolas are packed with enough sugar to rival desserts. A standard two-tablespoon serving of store-bought balsamic vinaigrette can contain 6 grams of sugar—more than a Krispy Kreme glazed donut.
2. Portion sizes sabotage good intentions
The average salad marketed as a healthy option can pack more than 1,000 calories. Why? Massive portions, calorie-dense toppings such as candied nuts and fried tortilla strips, and heavy-handed dressings.
Even “low-calorie” dishes can quickly spiral out of control when portion sizes are inflated. That acai bowl topped with granola and peanut butter might look Instagram-worthy, but it’s likely delivering a day’s worth of calories in a single sitting.
3. Processing ruins the promise
Whole, fresh ingredients are the foundation of healthy eating, but many “health foods” are anything but whole. Pre-packaged items such as veggie chips, plant-based burgers, and gluten-free treats are often loaded with preservatives, fillers, and unhealthy fats to extend shelf life and improve texture.
Take plant-based meats, for example. Although marketed as sustainable and better-for-you alternatives to traditional meat, many are ultra-processed and contain high levels of sodium and saturated fat.
4. Buzzwords mask the truth
“Organic,” “non-GMO,” and “all-natural” are crowd favorites in the healthy menu playbook, but these terms often mean little without context.
- Organic: An organic cookie is still a cookie—and just as likely to spike your blood sugar.
- Non-GMO: Non-GMO doesn’t automatically mean nutritious. A soda made with non-GMO cane sugar still has empty calories.
- All-natural: This term is not regulated in many countries and can be applied to highly processed products with negligible nutritional value.
Buzzwords lull consumers into a false sense of security, encouraging them to overconsume under the guise of health.
5. Misleading marketing fuels poor choices
The psychological effect of health claims can’t be overstated. Research shows that people consistently underestimate the calorie content of foods labeled as “healthy." This “health halo” effect leads to overindulgence, with diners ordering extra sides, desserts, or larger portions because they believe they’ve made a virtuous choice.
Restaurant menus amplify this issue with strategic design choices, such as highlighting “light” options with symbols, colors, or special sections, further pushing the narrative that these items are guilt-free.
Delivering on your healthy promise
Healthy menu options shouldn’t be shorthand for marketing spin. They need to deliver on their promises without the fine print. By perpetuating myths around what constitutes a “healthy” dish, food and beverage brands risk alienating increasingly savvy consumers—and eroding trust in the process.