I’m sure you’ve seen it on various hot selling products, BIG LETTERS up front and across the top. Psychologically, the consumer’s brain says “Wow…this whole ________ (fill in container of product) is almost 100% natural. I’ll buy it.” What it really is, is deceptive marketing.
If you take, for example, 1 teaspoon of 99% aloe vera juice or gel and blend it into water, emulsifier, thickener, coloring and preservatives and other chemicals to make up 250 mls. (roughly one US cup) it is not a lie. Because what the 99% is referring to is the purity of the one ingredient and that can be infinitesimal. It doesn’t mean that the container is 99% full of that ingredient.
I point this out to my friends all the time. A few of them have a think about it and I can tell that one or two others just weren’t listening or have a problem admitting they (like I was at some point) were/are being duped. “Well, they wouldn’t be able to put 99% if it weren’t true., would they?”
Hellooooo…are we not listening? Read my lips…! There is no industry standard, unfortunately, for foods and that type of sly marketing. It’s misleading and they know it, and they know they can get away with it. There have been very few successful law suits brought against such unscrupulous companies.
Read the ingredient list
And understand what you are looking at. The first ingredient listed is the most and the last the least amounts in the product. So, if you thought you were purchasing aloe vera juice and the ingredient lists water first, aloe vera gel second, then you are getting water with aloe vera as the second most ingredient. If water is the second ingredient, then obviously you are paying for mostly aloe vera which is almost always cut with some water.
A label that states 100% pure juice (or whatever) is no indication of quantity of that ingredient. If you are looking for quality product, look for “No Water Added” and very few other ingredients such as those acting as preservatives.
A company who is confidant enough about their product will list the percentages in the ingredient list. Something like 70% aloe vera juice, 20% water, etc.
I won’t even get into the “No Transfat” products that are loaded with saturated fat or the “No Sugar Added” labeling. True, no sugar added but loads of artificial sweeteners, or the “20% less salt” – which is no indicator of the possibly still excessive amounts.
Also, “Product of ________” (fill in whatever country) is no indication of where the ingredients originated from. All good arguments to give up the ‘convenience food’ fix.
Oh, and don’t you just love the mint green colored 100% aloe vera? Buyer beware.