Healthy through Presence or Absence, Nature or Science? A Framework for Understanding Front-of-Package Food Claims

Consumers intuitively categorize front-of-packaging claims displayed on food into 4 broad categories: (1) Claims about “removing negatives,” (2) claims about “adding positives,” (3) claims about “not adding negatives,” and (4) claims about “not removing positives.” Each type of claim is associated with different beliefs about the healthiness, tastiness, and dieting properties of the food.