Marketing is powerful. And when it comes to nutrition, it’s really powerful.

Every week, our nutrition coach Jennie Carolan, Masters in Food Science & Nutrition, shares insights with her clients that help cut through the noise. One of her most recent gems?

Tip of the Week: “Health Halos” Can Be Misleading

“Food marketing is smart—sometimes smarter than we realize. Labels like gluten-free, organic, keto, or plant-based can create what’s known as a ‘health halo’—a perception that a product is healthier, even if it’s ultra-processed or high in calories.”

If you’re someone working toward better nutrition in Portland, Oregon (or anywhere), this is one of the most important mindset shifts you can make.

Why? Because clever branding can trick even the most health-conscious eaters.

Think about it:

• A gluten-free cookie is still a cookie
• Organic sugar is still sugar
• Keto ice cream can still pack 400+ calories per serving

“You can absolutely fit these foods into your day if you enjoy them—but don’t fall into the trap of thinking they’re somehow ‘free’ or don’t count just because the label says something trendy.”

The reality is, these foods are often just as calorie-dense and processed as their non-marketed counterparts. And people frequently overeat them, not out of lack of willpower, but because they think they’re making a “better” choice.

“Real health comes from consistent habits, not clever branding.”