What we’ll cover: 

• What is a “health halo”
• Common examples to look out for 
• The rise of “high protein” products
• How to avoid falling into the “health halo” trap.

What is a health halo?

Food brands spend a lot of money on marketing and packaging to get people’s attention. As more people try to eat healthily, companies often use this to their advantage. 

A “health halo” effect is when a food seems healthier than it really is. This might be because of how the packaging looks, or certain health claims such as “high fibre”, “natural” or “low fat”. Seeing one positive aspect of a product can often make people think it is healthy, when this might not tell the full story.

Packaging design can also influence this effect. Companies may use green colours, pictures of fresh ingredients, or simple “clean” designs to make a product look more natural or healthy. These visual cues can create a health halo, even without any clear health claims. 

Common “health halo” examples include:

• Labelling a naturally gluten-free product as “gluten-free”
• Stating a product contains “natural ingredients” or flavourings, even though it is still highly processed
• Labelling a product as “low fat” while it may contain more sugar to improve taste
• Claiming a food is “a source of fibre”, even though a typical portion may only contribute a small amount to total daily fibre intake.

The “high protein” trend

One of the most popular claims today is “high protein”. You can now find it in many everyday foods, such as: 

• Breakfast cereals and granola products 
• On-the-go snack products and chocolate bars
• Pasta and other grain-based products (including some breads and noodles) 
• Desserts such as ice cream. 

To legally use the “high protein” claim, at least 20% of the product’s energy must come from protein. However, this does not mean the product is high in protein compared to your daily needs. It depends on portion size, total energy content, and your diet overall.

Although protein offers many health benefits, and can help you feel fuller for longer, these products often come at a higher cost. For example, a “high protein” Mars bar is around 63% more expensive than a regular one, whereas “high protein” bagels are roughly 50% more expensive per item.

What to look out for on food packaging

‍You do not need to avoid foods with health claims. However, it is important to remember that one claim does not show the full picture of a product’s nutrition.

Where possible, read the full label and not just the front of the pack. Choosing whole or minimally processed foods (most of the time) can also help you avoid falling for the “health halo” effect.

You can also meet your needs through naturally high-protein foods such as:

• Meat, poultry, and fish
• Eggs and dairy products
• Beans, lentils, and other pulses
• Tofu, soya beans, Quorn, and tempeh.

Summary

The “health halo” effect describes how foods can seem healthier than they really are due to packaging or health claims. As these labels become more common, it is important to look beyond the front of the pack and understand the full nutritional picture. Cooking from scratch and choosing whole, minimally processed foods most of the time can also help.