The wellness industry has never been more profitable, and with that growth comes a flood of ingredients marketed as superfoods or health heroes. Walk down any grocery aisle today and you’ll see products boldly claiming to boost your energy, improve your gut health, or transform your wellbeing. Yet behind the shiny packaging and convincing marketing lies a more complicated truth. Registered dietitians and nutrition experts are increasingly speaking out about ingredients that have earned an undeserved health halo.
These so-called healthy staples often fall short of their promises, leaving consumers confused and potentially missing out on truly nutritious alternatives. From trendy protein powders to expensive superfood chips, the gap between marketing claims and nutritional reality has never been wider. Let’s explore the ingredients that deserve a serious reality check.
Protein Bars and Shakes
First up, all four experts agreed that ultra-processed protein bars and shakes should be left in 2024. Jamie Maitland, a certified holistic nutritionist and author of The 21 Day Reset Cookbook, told Newsweek: “Let’s leave ultra-processed protein bars and shakes behind, especially those with artificial sweeteners and inflammatory ingredients.” The reality is that most commercial protein bars are essentially candy bars with a protein powder upgrade.
Even some of the ones with health claims like “high in protein” are nothing more than glorified candy bars, s Natalie Allen, RD, a clinical associate professor of nutrition and team dietitian at Missouri State University in Springfield. And dietitian-nutritionist Mindy Haar, assistant dean at New York Institute of Technology’s School of Health Professions, said any protein powders, bars or supplements were unnecessary for most people and went “beyond what the body needs.” “Protein does have calories and must be processed by the kidneys, so adding more than you need because ‘you’re working out’ or ‘it’s healthy’ makes no sense,” she said.
While pre-packaged protein shakes can be a way to get in some calories and protein on the go, you’re better off making your own with ingredients like chia seeds for fiber, a high-protein milk, and peanut butter powder, s Amy Bakios, R.D.
Regular Granola Bars
But despite their health halo, many granola bars are full of added sugar, coated in chocolate and dressed up with a little protein powder – making them nothing more than a glorified candy bar. “I’ve seen bars with as much as 25 grams of added sugar, which is ludicrous,” s Andy Bellatti, a registered dietitian and strategic director of Dietitians for Professional Integrity.
Granola bars are often considered a healthy snack, but despite these marketing claims, many are loaded with added sugar, calories, and artificial ingredients. For example, Kellogg’s Nutri-Grain Harvest granola bars can contain up to 15 grams of sugar per serving – mostly from added sugar. Some Nature Valley bars have 10-12 grams of sugar per serving–all added sugars. The brand uses table sugar, brown sugar syrup, maple syrup, corn syrup, fructose, and similar ingredients.
“This bar should be a no-go as its primary response in the body is to raise glucose rapidly, which eventually crashes and leaves the consumer feeling just as hungry as before their meal,” said registered dietitian Trista Best via Eat This, Not That. It does this via a combination of high levels of added sugars and virtually no fiber to counteract them.
Veggie Chips and Straws
If you compare the nutritional labels between veggie straws and potato chips, you won’t see too drastic of a difference. Depending on the brands you’re comparing, the veggie chips may have a little less sodium or slightly fewer calories. But they don’t count as a serving of veggies because the vitamins you’d find in fresh, frozen, or canned veggies have been stripped out.
The same goes for veggie straws and other snacks made with other powdered vegetables, Nelson said. These snacks may also contain salt and added sugar. It’s best to eat fresh (or frozen) fruits and vegetables. Many consumers believe they’re getting their daily dose of vegetables through these processed snacks, but the truth is far different.
These products undergo extensive processing that removes most beneficial nutrients while maintaining the marketing appeal of being “made with real vegetables.” They’re typically no healthier than regular potato chips and shouldn’t be considered a vegetable serving.
Coconut Oil
Coconut oil may be great for your hair and skin, Shere said. But it’s not the best cooking oil, despite the popular belief that it’s healthy. Coconut oil is high in saturated fat, which can raise cholesterol, causing plaque buildup in your arteries and increasing your risk for heart disease.
Olive, canola and avocado oils are healthier choices, as they’re made mostly from unsaturated fats. If you want to use coconut oil in your cooking, use it in moderation. The saturated fat content in coconut oil is actually higher than butter, making it a questionable choice for regular cooking.
Despite claims about medium-chain triglycerides and metabolism boosting, the overall impact on heart health makes it a poor daily cooking oil choice. Save it for occasional use or stick to your beauty routine instead of your kitchen.
Agave Nectar
I’d the most overrated health food would be agave nectar. The stuff is pure sugar. For some reason, tons of “healthy” restaurants and food companies use agave nectar (even labeling it raw when it’s not), but it’s basically the equivalent high fructose corn syrup.
Many health-conscious consumers choose agave thinking it’s a natural, low-glycemic sweetener that won’t spike blood sugar. However, agave nectar is actually higher in fructose than high-fructose corn syrup. This high fructose content can be particularly problematic for liver health and may contribute to insulin resistance over time.
The processing involved in making commercial agave nectar also strips away any beneficial compounds that might be present in the raw agave plant. You’re essentially paying premium prices for what amounts to concentrated fructose syrup.
Pre-Packaged Nut Butters
Nut butters are great sources of healthy fats and protein, Fay s. But 2 tablespoons contain about 190 calories and 3.5 grams of saturated fat, she points out. (The American Heart Association recommends limiting saturated fat intake to around 5-6% of calories daily, which is only 11-13 grams daily based on a 2000 calorie daily allowance, Bakios points out).
While nuts themselves are nutritious, many commercial nut butters contain added sugars, oils, and stabilizers that diminish their health benefits. Regular consumption can quickly add up in calories without providing the satiation you might expect from whole nuts.
An alternative that can be used is peanut butter or almond butter powder, she s. Just 2 tablespoons of this powder contains roughly 50 calories and no saturated fat. The powdered versions offer the protein and flavor with significantly fewer calories and no added oils.
Alkaline Water
First up on Sorlie’s list of overrated products is alkaline water. In a Sept. 2022 TikTok, she notes that we “don’t need to be messing with the pH of our water.” She continues, “Plus, when we drink this alkaline water, it’s going to the place in the body that needs to be very acidic in order to function properly, AKA our stomach.”
The human body maintains its pH balance through sophisticated biological processes involving the kidneys and lungs. Drinking alkaline water doesn’t meaningfully change your body’s pH levels because your stomach acid immediately neutralizes it.
Marketing claims about alkaline water reducing inflammation, boosting energy, or preventing disease lack solid scientific backing. You’re essentially paying premium prices for water that your body treats the same as regular water once consumed.
Store-Bought Granola
When you’re scanning nutrition labels, look for granolas that don’t have added sugars and that are high in fiber, Boakye s. Or, better yet, make your own granola so you can control the ingredients you’re putting in, she s. Most commercial granolas are loaded with added sugars and oils, transforming what should be a wholesome breakfast into a dessert-like experience.
The serving sizes on granola packages are often misleadingly small, meaning you’re likely consuming far more calories and sugar than you realize. A typical quarter-cup serving rarely satisfies, leading most people to pour double or triple the recommended amount.
Many brands use honey or maple syrup as marketing buzzwords, but these are still concentrated sugars that spike blood glucose. The “healthy” nuts and oats get overshadowed by the sugar content, making most commercial granolas nutritionally similar to breakfast cookies.
Fake Meat Alternatives
Maitland also suggested ditching fake meat alternatives, as they can be “heavily refined and packed with additives” and “made using inflammatory ingredients and preservatives that are not great for your body.” While plant-based eating offers genuine health benefits, ultra-processed meat substitutes often miss the mark.
Godbold agreed, and said she would add plant-based cheese, plant-based butter and some plant-based milks to the list, and that “it’s better to eat the real thing or find other alternatives.” These products frequently contain long lists of additives, stabilizers, and artificial flavors to mimic the taste and texture of animal products.
Instead, Shere suggested choosing avocado, beans, tempeh or tofu, which are highly nutritious plant-based proteins that are minimally processed. Whole food plant proteins offer better nutrition without the industrial processing that characterizes most fake meat products.
Natural Flavors
Next up, any food products with the words “natural flavors” in their ingredient’s lists were good to go, the nutritionists said. “Despite the name, natural flavors are often just as processed as artificial ones,” said Maitland.
“They’re created by ‘flavorists’: scientists hired to craft and manipulate flavors in a lab. While they may sound better, natural flavors can still mess with your gut, trigger cravings and offer no real nutritional benefit.” The term “natural” in natural flavors is legally meaningless from a health perspective.
If you see words like “natural” or “real” on the box, it’s usually a red flag, Muhlstein s. Flip the box over and read the smaller text on the nutritional label, and you’ll probably find ingredients like highly processed corn syrup and artificial colors. These flavor enhancers are designed to make processed foods irresistible, often leading to overconsumption.
