Among the many things we project onto food labels:

“A label that says protein has what researchers call a “health halo effect” that goes beyond just the promise of protein.”

“A mother believes food with protein will give her child energy before soccer practice and help her lose weight by making her feel full, according to consumer research from several large food companies including Kraft, Kellogg Co. and General Mills. An office worker sees an energizing snack that is better than candy at 4 p.m. A weight lifter sees a way to build muscle. They all see it as healthy.”

“Another example of the health halo effect: Shoppers often react to labels in illogical ways. When viewing food labeled organic, consumers give those foods lots of other attributes like having fewer calories and being more nutritions.”

via Why Protein Is the New It Ingredient – WSJ.com.

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