8 MASS. EXPERIMENT STATION BULLETIN 342 



All foods except the simple mineral foods and water contain chemical 

 energy available for use by the healthy body to support the many activi- 

 ties and life processes and incidentally to maintain temperature. The 

 use of the term energy in defining the caloric energy value of foods should 

 not be confused with the popular usage signifying activity, vitality, 

 strength, vigor, or endurance. These conditions depend upon many 

 factors, including freedom from disease, natural constitution, physical 

 environment, training, habits, and others. Good nutritive condition, a 

 necessity for health, requires far more than food energy only; all the 

 nutritional essentials of a complete, well balanced diet, in adequate 

 amounts, are demanded. 



Food advertising should correctly inform the public of the energy 

 values of foods in carefully chosen terms that may be properly inter- 

 preted. The distinction between the caloric and popular senses of the 

 word energy must be recognized and observed." 



Some perfectly wholesome foods such as cereals have been widely advertised 

 as perfectly balanced or health-giving or energy foods. The criticism of the 

 advertising is not a criticism of the food as such, but of the misleading and 

 extravagant statements made. 



(a) Cereals. Some of the leading brands of our best cereals use such 

 phrases as "a health food," "a richer source of energy," "double rich," "can 

 do more for your child than any ordinary cereal," "keeps appetite normally 

 eager," "richer in growth factors than any other cereal." 6 ' 7 A current radio 

 program claims that a certain bread "will put your youngster across the line 

 between good health and energetic vitality." Another cereal 8 carries even more 

 startling assertions: "a perfectly balanced food ... an aid to digestion of 

 other foods . . . required for maintaining a high degree of health and vitality." 



The trick wording and unwarranted claims are easily recognized. No cereal 

 can be a "perfectly balanced" food nor "aid digestion of other foods." All 

 cereals are good sources of calories and provide a moderate amount of protein. 

 Whole-grain cereals provide certain minerals and vitamin B more than refined 

 cereals. The difference in nutritive value between the different brands of the 

 same cereal are insignificant except as to flavor and texture, which is a matter 

 of choice. 



(b) Candies. Certain candies have also indulged in energy claims to im- 

 press the public. Most candies have little to offer but calories. They are 

 notably lacking in protein, minerals, and vitamins but they capitalize the 

 caloric value of sugar as "a cheap source of energy," "concentrated energy 

 for physical exercise." A five-cent candy bar advertised to school children as 

 giving them more energy for their money than a wholesome five-cent item at 

 the school lunch counter thwarts many an attempt to educate our young 

 people in good food habits. The consumer must read between the lines if he 

 is not to be misled by such statements. 



(c) Fruit Juices. One widely advertised fruit juice also uses an energy 

 story while another is emphasizing the low caloric (energy) content as an aid 

 to reducing. Which is true? The one which says "quick energy breakfast 

 . . . supplies morning energy" and neglects to state the large volume of fruit 

 juice which would be necessary as an adequate source of energy, or the other 

 whose reducing claims fail to inform the consumer that a reduction in total 

 caloric intake is the all-important issue and that the juice in question may 

 merely serve as one low calorie substitute. 



Committee on Foods. J.A.M.A. 101,, 922, 1935. 

 Food and Drug Administration. N.J. 2S8S1. 

 Committee on Foods. J.A.M.A. 101, 1229, 1933. 



