0:00:02 > 0:00:04Food - it's big business. Each year,
0:00:04 > 0:00:08we spend something like £5,000 per household on food and drink.
0:00:08 > 0:00:10So the competition for your pound is tough.
0:00:10 > 0:00:16'We'll leave no shelf untouched in our quest to champion you,
0:00:16 > 0:00:17'the weekly shopper.'
0:00:17 > 0:00:20This is the series in which we'll be exposing the hidden rip-offs,
0:00:20 > 0:00:23and letting you in on the tricks of the food trade.
0:00:23 > 0:00:28'And most importantly, we'll show you how to be a smart shopper.'
0:00:28 > 0:00:30Welcome to Rip Off Food.
0:00:43 > 0:00:47'Today, we're looking at what makes us choose certain foods,
0:00:47 > 0:00:49'and whether we're being misled.
0:00:49 > 0:00:54'For instance, the flavoured waters that boast of lots of vitamins,
0:00:54 > 0:00:57'but you might not notice their sugary kick.'
0:00:57 > 0:01:00Really? I'm very surprised, I wouldn't have said that one there.
0:01:00 > 0:01:01'What really goes into
0:01:01 > 0:01:05'one of the nation's favourite breakfast choices?'
0:01:05 > 0:01:07It's unbelievable, that's all I can say.
0:01:07 > 0:01:10'And one of the ingredients that you'll find in diet food
0:01:10 > 0:01:12'that could also be used by your decorator.'
0:01:12 > 0:01:15And there's no way that they're going anywhere.
0:01:15 > 0:01:18No. Well, except into your stomach in this case.
0:01:18 > 0:01:19HE LAUGHS
0:01:20 > 0:01:23'In the battle to tackle obesity,
0:01:23 > 0:01:26'the Government recommends we get moving,
0:01:26 > 0:01:28'and do at least 30 minutes' exercise a day.'
0:01:29 > 0:01:31Look at that.
0:01:31 > 0:01:34But of course it's not just exercise that helps you lose weight.
0:01:34 > 0:01:37The other way is very simple, to watch what you eat.
0:01:39 > 0:01:43Last year, sales of low fat healthy options and diet food
0:01:43 > 0:01:45were worth £1.6 billion.
0:01:45 > 0:01:48And at the start of the day,
0:01:48 > 0:01:50few would choose to eat a full English breakfast.
0:01:50 > 0:01:53The popular choice is a much lighter option.
0:01:53 > 0:01:57It's good to start the day with a breakfast cereal.
0:01:57 > 0:01:58- You're a cereal person.- Mm.
0:01:58 > 0:02:00- Porridge.- Tea and toast.
0:02:00 > 0:02:03Some cereal or some muesli.
0:02:03 > 0:02:04I tend to have porridge.
0:02:04 > 0:02:08Muesli or All-Bran or Weetabix.
0:02:08 > 0:02:09Breakfast cereals may be
0:02:09 > 0:02:12the obvious quick and easy morning option,
0:02:12 > 0:02:15but do we really know what goes in them?
0:02:20 > 0:02:26We consume almost 400 million kilos of cereal every year.
0:02:26 > 0:02:29It's an industry worth a whopping £1.8 billion.
0:02:30 > 0:02:33Cereal boxes advertise the healthiness of their contents,
0:02:33 > 0:02:38and that's a big part of what health conscious adults are looking for.
0:02:38 > 0:02:43I prefer quite healthy cereal, so, like fruit and fibre type stuff.
0:02:43 > 0:02:47I like to have cereals because it's convenient, um...
0:02:47 > 0:02:48- And healthy.- And healthy.
0:02:48 > 0:02:52It's a good start to the day, they don't have to be fattening.
0:02:52 > 0:02:54Apart from porridge, I haven't come across a healthy cereal,
0:02:54 > 0:02:56I've got to be honest.
0:02:56 > 0:02:58Investigative food journalist Joanna Blythman
0:02:58 > 0:03:02has researched the profit margins made by cereal manufacturers.
0:03:04 > 0:03:05What they've done
0:03:05 > 0:03:06is they've taken ingredients
0:03:06 > 0:03:09which are basically dirt cheap,
0:03:09 > 0:03:13manufactured them in a very brutal, simple, easy way,
0:03:13 > 0:03:14added a few things to them,
0:03:14 > 0:03:19and put them out at a an absolutely jaw-dropping mark-up,
0:03:19 > 0:03:23and that's really what you're buying when you buy most breakfast cereals.
0:03:23 > 0:03:27What's more, the packaging stresses vitamin and high fibre content.
0:03:27 > 0:03:29But there's an added ingredient
0:03:29 > 0:03:32that you have to look much more closely to find.
0:03:32 > 0:03:35Most breakfast cereals are not that great.
0:03:35 > 0:03:36They're not that healthy,
0:03:36 > 0:03:38and some of them are actually really bad for you.
0:03:38 > 0:03:41So, for example, an awful lot of breakfast cereals
0:03:41 > 0:03:43have enormous amounts of sugar in them.
0:03:43 > 0:03:47But they have this illusion of health.
0:03:47 > 0:03:50But are any of the cereals a healthier choice?
0:03:50 > 0:03:53Which ones might have a lower sugar content,
0:03:53 > 0:03:56and are they the ones that we might expect?
0:03:56 > 0:04:00Today, I'm at Shipbourne's Farmers' Market in Kent.
0:04:00 > 0:04:02I want to run a little experiment on sugar.
0:04:02 > 0:04:05I want to see how much sugar people would expect to find
0:04:05 > 0:04:09in an average bowl of cereal that they might deem to be healthy.
0:04:11 > 0:04:15'We've looked at research reported by Which? in March 2012
0:04:15 > 0:04:18'on the sugar content of 50 popular cereals,
0:04:18 > 0:04:20'and have chosen three that are middle of the range,
0:04:20 > 0:04:23'and sound like healthy options.
0:04:23 > 0:04:26'We've got a bran flake,
0:04:26 > 0:04:27'a rice and wheat flake,
0:04:27 > 0:04:29'and, lastly, a muesli.'
0:04:29 > 0:04:33Now we all like a little bit of cereal for breakfast of course,
0:04:33 > 0:04:36but would you say those were average portions that you might eat?
0:04:36 > 0:04:38- Yes, I would say. - Yeah, I would think so.
0:04:38 > 0:04:39- That one looks a little small. - Small?
0:04:39 > 0:04:41Um...yes, I would.
0:04:41 > 0:04:43I'd normally have that and that.
0:04:43 > 0:04:46OK, so you think these portions are pretty good?
0:04:46 > 0:04:47Yeah, yeah.
0:04:47 > 0:04:49Do you think they look quite healthy?
0:04:49 > 0:04:51- Yeah, I'd say.- I'd say so too, yeah.
0:04:51 > 0:04:52Yes? So the healthy option?
0:04:52 > 0:04:55Cos we have bran, we have another option that's very healthy,
0:04:55 > 0:04:57that supposed to keep you nice and slim,
0:04:57 > 0:04:58and then we have muesli, of course.
0:04:58 > 0:05:00How would you react if I told you
0:05:00 > 0:05:02that within this cereal is this much sugar?
0:05:02 > 0:05:06- I would be surprised. In all of them?- Yes.
0:05:06 > 0:05:08- Every single one?- Every single one.
0:05:08 > 0:05:11Even the one that's meant to help you diet? That's very surprising.
0:05:11 > 0:05:13- Really? In those?- Are you shocked?
0:05:13 > 0:05:16- Yes.- I am shocked. - I add sugar to my stuff like this.
0:05:16 > 0:05:18To think that you'd have that each morning,
0:05:18 > 0:05:20that's quite a lot over seven days.
0:05:20 > 0:05:24I mean, the point is, there are lots of children's cereals
0:05:24 > 0:05:25that you hear publicity about,
0:05:25 > 0:05:27the fact that they're packed with sugar,
0:05:27 > 0:05:29whether it's honey, or whatever the case may be,
0:05:29 > 0:05:31but these, I would deem
0:05:31 > 0:05:33- the healthy option. So... - Yes, exactly.
0:05:33 > 0:05:36- It is a bit shocking, isn't it? - Yes, it's terrible, really!
0:05:37 > 0:05:42So let's come clean - the portions in these bowls are 60 grams,
0:05:42 > 0:05:45'and that's double what most cereal manufacturers recommend
0:05:45 > 0:05:46as a portion size.
0:05:46 > 0:05:48With the exception of the muesli,
0:05:48 > 0:05:52where the manufacturer recommends a 45 gram serving.
0:05:53 > 0:05:55I might shock you even further,
0:05:55 > 0:05:58because this is what the cereal company deems an average portion.
0:05:58 > 0:06:00That looks a little bit little to me!
0:06:00 > 0:06:01It looks little to me as well.
0:06:01 > 0:06:04- Even in that small portion of 30 grams...- Yeah.
0:06:04 > 0:06:06- ..there's that amount of sugar in it.- Wow.
0:06:06 > 0:06:09- That's terrible.- Right.
0:06:09 > 0:06:12I think that a lot of the portion sizes are really small.
0:06:12 > 0:06:15Those sort of breakfast cereals are intrinsically not very satisfying,
0:06:15 > 0:06:18cos they're quite light, so it's all about texture.
0:06:18 > 0:06:21I mean, if you had to, sort of, chew your way through a piece of,
0:06:21 > 0:06:25let's take for example, German pumpernickel bread,
0:06:25 > 0:06:27your stomach will feel quite full.
0:06:27 > 0:06:30You know that you've had something substantial.
0:06:30 > 0:06:32I think the dangerous thing with breakfast cereals,
0:06:32 > 0:06:36it's so easy to eat, it's just addictively easy to eat.
0:06:36 > 0:06:39'Of the three cereals we chose, it's the bran-based one
0:06:39 > 0:06:42'which has the highest amount of sugar.
0:06:42 > 0:06:47'For every 100 grams of cereal, there's 20 grams of sugar.'
0:06:48 > 0:06:50That's a fifth!
0:06:50 > 0:06:52That's amazing. I never knew that.
0:06:52 > 0:06:54I would kid myself I'm having a healthy one there,
0:06:54 > 0:06:55thinking I haven't added sugar,
0:06:55 > 0:06:58- but there's actually loads of sugar in it.- Isn't there?
0:06:58 > 0:07:00Now this one, which is sold as
0:07:00 > 0:07:02a very good option for slimming, et cetera.
0:07:02 > 0:07:06And this is 17 grams per 100 grams of cereal.
0:07:06 > 0:07:08It's crazy, isn't it,
0:07:08 > 0:07:11cos you don't read the side of the packet that much
0:07:11 > 0:07:13to actually work out how much sugar there is in it?
0:07:13 > 0:07:15- That's very surprising. - Yeah, it is surprising.
0:07:15 > 0:07:21'The muesli has nearly 17 grams of sugar per 100 grams,
0:07:21 > 0:07:24'and that's a naturally-occurring sugar in the dried fruit.'
0:07:25 > 0:07:27- I can't believe that. - It's a lot, isn't it?
0:07:27 > 0:07:29- It is a lot.- Yeah.
0:07:29 > 0:07:30So, what's your reaction overall
0:07:30 > 0:07:34when you see the amounts of sugar in what we would deem healthy cereals?
0:07:34 > 0:07:36It's unbelievable, that's all I can say.
0:07:36 > 0:07:38I'm shocked.
0:07:38 > 0:07:40- Yeah... I didn't realise it. - I am surprised.
0:07:40 > 0:07:43I'll probably keep eating it, but I am surprised.
0:07:43 > 0:07:44I'm not going to have any!
0:07:44 > 0:07:46- I've put you off it for life, have I?- Exactly, yeah!
0:07:46 > 0:07:48I actually put some sugar on my cereal this morning!
0:07:48 > 0:07:50- THEY LAUGH - Only a little bit.
0:07:50 > 0:07:52- But you won't tomorrow.- No.
0:07:52 > 0:07:53GLORIA LAUGHS
0:07:53 > 0:07:54I don't think I will again!
0:07:54 > 0:07:57Thanks very much for taking part in the experiment,
0:07:57 > 0:07:58- thank you.- Bye-bye.
0:07:58 > 0:08:01Clearly the public thought these so-called healthy options
0:08:01 > 0:08:03were really what they would choose,
0:08:03 > 0:08:06and probably the portion they would choose as well,
0:08:06 > 0:08:08until, that is, I showed them the amount of sugar
0:08:08 > 0:08:11that they're likely to find within their chosen portion.
0:08:11 > 0:08:14Shock horror!
0:08:14 > 0:08:16Now, we concentrated on the cereals that are marketed
0:08:16 > 0:08:18as healthier options.
0:08:18 > 0:08:22The Food Standards Agency found that only 8 out of 100 cereals
0:08:22 > 0:08:25they surveyed could be described as low in sugar -
0:08:25 > 0:08:27that's 5 grams in 100.
0:08:30 > 0:08:33The flaked cereal was invented in Michigan in the United States
0:08:33 > 0:08:35back in 1884.
0:08:35 > 0:08:37Sugar was added to stop the cereals tasting,
0:08:37 > 0:08:41as the inventor, William Kellogg, claimed, "Like horse food."
0:08:41 > 0:08:43But 100 years on, has the recipe altered?
0:08:43 > 0:08:46'Well, our food scientist, Peter Maynard,
0:08:46 > 0:08:50'shows us that the basic ingredients haven't actually changed that much.'
0:08:50 > 0:08:55I thought we'd start with looking at just what cereal in the main
0:08:55 > 0:08:56breakfast cereals are made from.
0:08:56 > 0:09:01Breakfast cereals are made from generally a whole grain.
0:09:01 > 0:09:03This is corn which has been taken off of the cob.
0:09:03 > 0:09:05Oats.
0:09:05 > 0:09:06Rice.
0:09:06 > 0:09:08Wheat.
0:09:08 > 0:09:10This is wheat bran.
0:09:10 > 0:09:13So what is the actual process, is it a long process to get...
0:09:13 > 0:09:16- Yeah.- ..from the initial grain to what we know as breakfast cereals?
0:09:16 > 0:09:19Yes, certainly it can take two or three hours.
0:09:19 > 0:09:26First of all, you have to cook the grains, and then you'll grind it.
0:09:26 > 0:09:29It will be soft by then, of course, and put it between two rollers,
0:09:29 > 0:09:32which are operating at a very high pressure,
0:09:32 > 0:09:35and will press it out into more-or-less flat flakes.
0:09:35 > 0:09:39They can also have other things added to them.
0:09:39 > 0:09:44- For instance, you can see that this one is quite shiny.- Mm.
0:09:44 > 0:09:46It's had a sugar solution sprayed on it
0:09:46 > 0:09:48once it's been through the rollers.
0:09:48 > 0:09:51It's also got small particles of other things,
0:09:51 > 0:09:55in this case it's nuts. And then, if required,
0:09:55 > 0:09:58they will also be spraying it with vitamins and minerals.
0:09:58 > 0:10:02See, the one next to it is rather sort of dry and plain-looking.
0:10:02 > 0:10:04So would that one not have any sugar added?
0:10:04 > 0:10:06No, it doesn't mean to say that it has no sugar added.
0:10:06 > 0:10:10In this case, the sugar would be added at an earlier stage,
0:10:10 > 0:10:12during the cooking process,
0:10:12 > 0:10:16as opposed to this one, where it's been sprayed on afterwards,
0:10:16 > 0:10:19- and you can see it gives it a very shiny, a very glazed effect.- Mm.
0:10:19 > 0:10:23Quite commonly, cereals have... a third of it is sugar.
0:10:23 > 0:10:25- A third of sugar?- Yeah.
0:10:25 > 0:10:27That's an awful lot of sugar.
0:10:27 > 0:10:30Are there any cereals that are left just raw, if you like -
0:10:30 > 0:10:31that don't have any sugar?
0:10:31 > 0:10:33Yes, there are some.
0:10:33 > 0:10:36Things which declare themselves to be 100% of the cereal,
0:10:36 > 0:10:40like a wheat which has just been shredded, for instance,
0:10:40 > 0:10:44which generally won't have any added sugar.
0:10:44 > 0:10:45What do you eat?
0:10:45 > 0:10:49I eat porridge, which has no added sugar,
0:10:49 > 0:10:53and I also eat toast with a low-fat spread.
0:10:53 > 0:10:57Peter's recommendations are good choices, and another healthy option
0:10:57 > 0:11:01is a cereal often described as wheat biscuits.
0:11:01 > 0:11:03But the only way to be sure is to choose cereal
0:11:03 > 0:11:07with under 5 grams of sugar per 100 grams.
0:11:07 > 0:11:11When it comes to really healthy products,
0:11:11 > 0:11:13one of the best must be water.
0:11:13 > 0:11:15Well, when you consider that it has zero calories,
0:11:15 > 0:11:17it's got to be a winner, right?
0:11:17 > 0:11:20Whether you're drinking it or exercising on it,
0:11:20 > 0:11:22water is a staple of life.
0:11:22 > 0:11:24Now, there's a really big trend these days
0:11:24 > 0:11:26towards flavoured waters -
0:11:26 > 0:11:28you know, a bottle of water with a bit of fruit in it
0:11:28 > 0:11:30that makes it all sound very healthy.
0:11:31 > 0:11:33Could it be that we're being sold down the river
0:11:33 > 0:11:35when it comes to buying
0:11:35 > 0:11:38these new varieties of bottled water?
0:11:43 > 0:11:47One of the newest additions to the H2O aisle of the supermarket
0:11:47 > 0:11:48is flavoured water,
0:11:48 > 0:11:52and we're drinking some 300 million litres of it a year.
0:11:52 > 0:11:56Vince Mitchell, Professor of Consumer Marketing,
0:11:56 > 0:11:59sees flavoured water as yet another example
0:11:59 > 0:12:02of manufacturers turning a cheap staple into a profit.
0:12:02 > 0:12:04Flavoured waters were introduced
0:12:04 > 0:12:08as one of the classic marketing case studies.
0:12:08 > 0:12:12Basically, water is a utility, and therefore it's sold on price.
0:12:12 > 0:12:17How do you then increase the price at which you sell that utility,
0:12:17 > 0:12:19and that is through differentiation.
0:12:19 > 0:12:22It's very hard to differentiate water,
0:12:22 > 0:12:24and so flavoured waters were introduced
0:12:24 > 0:12:26as one way of differentiating
0:12:26 > 0:12:29and therefore being able to charge a higher price for it.
0:12:29 > 0:12:33The manufacturers don't claim that the drink is healthy,
0:12:33 > 0:12:37but pictures of real fruit suggest a wholly natural addition to water.
0:12:39 > 0:12:41OK, so here we have three examples of flavoured water.
0:12:41 > 0:12:44And what you see from all three
0:12:44 > 0:12:47is some freshly cut fruit,
0:12:47 > 0:12:50you get some fresh, big representations here,
0:12:50 > 0:12:54and that gives the impression that this has got fresh fruit inside it,
0:12:54 > 0:12:57and also it's going to be, sort of, healthier than normal water.
0:12:57 > 0:13:02In this particular case there's only 2% of apple juice in here.
0:13:02 > 0:13:05But in this case, we actually don't have any juice at all.
0:13:07 > 0:13:11The highest selling flavoured water, Volvic Touch of Fruit range,
0:13:11 > 0:13:14has natural fruit flavours.
0:13:14 > 0:13:17But flavoured waters have an added extra -
0:13:17 > 0:13:18calories.
0:13:22 > 0:13:26'And to test out how much energy someone has to expend
0:13:26 > 0:13:28'to use up the calories in a flavoured water
0:13:28 > 0:13:31'compared to a fizzy drink, I've persuaded some champion rowers
0:13:31 > 0:13:34'to do a little time trial on my behalf.
0:13:34 > 0:13:37'Mm-mm. "Not a bad idea," I hear you say.'
0:13:39 > 0:13:41Well, boys, I have to say I was impressed with you out on the water,
0:13:41 > 0:13:43you broke a few beads of sweat,
0:13:43 > 0:13:45I hope you're going to break a few more.
0:13:45 > 0:13:46I'm going to give you each a drink,
0:13:46 > 0:13:48and I should imagine you'd be ready for that anyway.
0:13:48 > 0:13:50'On the right,
0:13:50 > 0:13:54'John gets a can with a third of a litre of Schweppes lemonade in it.
0:13:54 > 0:13:58'Next, Tom gets a half-litre bottle of Volvic Strawberry,
0:13:58 > 0:14:00'and Alan gets a half-litre bottle
0:14:00 > 0:14:03'of Volvic Lemon and Lime flavoured water.'
0:14:03 > 0:14:06'Now, the rowing machines have a calorie counter,
0:14:06 > 0:14:09'and I know from the label how many calories there are in each drink.
0:14:09 > 0:14:11'But I just haven't told them.'
0:14:12 > 0:14:14If you'd like to have a slug,
0:14:14 > 0:14:16each one has a different level of calorie,
0:14:16 > 0:14:18and then the idea is that once you've drunk all of that,
0:14:18 > 0:14:23we're going to see how long it will take you to work off the calories.
0:14:23 > 0:14:25So, Tom, what's the expression in rowing circles?
0:14:25 > 0:14:27- Attention, go.- Can I do that one? - Yeah, let's go for it.
0:14:27 > 0:14:30OK, attention, go!
0:14:30 > 0:14:34'Now, will the guys be surprised by who has to do most work
0:14:34 > 0:14:36'to burn off the calories in their beverage?
0:14:38 > 0:14:46'The first 30 calories takes our fit guys 1 minute 16 to burn off.'
0:14:46 > 0:14:48You boys are not even halfway yet, I tell you.
0:14:55 > 0:14:59'John drank a can containing a third of a litre of lemonade,
0:14:59 > 0:15:02'and he takes nearly two and half minutes at this rate
0:15:02 > 0:15:05'to burn off its 60 calories.'
0:15:05 > 0:15:06Actually, here's the point,
0:15:06 > 0:15:08you've got the better end of the deal,
0:15:08 > 0:15:10because the boys still have quite a bit to go.
0:15:10 > 0:15:14But that's only a lemonade, so 60 calories in the can.
0:15:14 > 0:15:16Are you surprised about that?
0:15:16 > 0:15:19Yeah, I thought I'd be still going way after these guys had stopped.
0:15:26 > 0:15:30'You might expect that the calories in a half-litre of flavoured water
0:15:30 > 0:15:34'would be very quickly burnt off by Alan and Tom.'
0:15:34 > 0:15:36Still got a way to go, Tom.
0:15:37 > 0:15:41Alan's still got a way to go, as well.
0:15:45 > 0:15:46All right, Tom.
0:15:46 > 0:15:49Oh, gosh, I was nearly worn out myself with that.
0:15:49 > 0:15:51Do you know, Tom - I'm just watching beautifully
0:15:51 > 0:15:53that sweat just dripping off you -
0:15:53 > 0:15:57yours was 100 calories, so it took you nearly five minutes to do that.
0:15:57 > 0:16:00- You were the water with a touch of strawberry.- Yeah, that's right.
0:16:00 > 0:16:01Yeah, it just shows you.
0:16:01 > 0:16:04See, I would drink that without even thinking about it, and yet...
0:16:04 > 0:16:06Are you surprised that it's 100 calories?
0:16:06 > 0:16:11Yeah, well, you think Volvic water, it's a low-calorie water drink,
0:16:11 > 0:16:14but obviously it's got a lot of calories in the water.
0:16:14 > 0:16:16Yeah. And Alan's still going.
0:16:22 > 0:16:26Finished, 116 calories,
0:16:26 > 0:16:30so 5 minutes, 34 seconds to do all of that.
0:16:30 > 0:16:32So this is the thing that actually surprises me
0:16:32 > 0:16:34is that I think that a lot of people would just pick that up
0:16:34 > 0:16:37thinking that the water enhanced with fruit
0:16:37 > 0:16:39would be actually quite a healthy thing to drink.
0:16:39 > 0:16:42- Yeah.- Wouldn't you say so? - That makes sense, yeah.
0:16:42 > 0:16:44- Are you gasping a bit?- A little bit! - SHE LAUGHS
0:16:44 > 0:16:45- And sweating!- John's not!- No.
0:16:45 > 0:16:47Are you shocked at 116 calories?
0:16:47 > 0:16:50Yeah, it didn't even taste like it was sugary at all,
0:16:50 > 0:16:52but it obviously has.
0:16:52 > 0:16:57'So, John, who drank the can of lemonade, got the easy job.
0:16:57 > 0:17:00'He only had a third of a litre of lemonade to work off.
0:17:00 > 0:17:03'But comparing like for like, it's still the lemonade
0:17:03 > 0:17:08'that has the least calories - 18 per 100ml.
0:17:08 > 0:17:11'The Touch of Strawberry has almost 20 calories,
0:17:11 > 0:17:16'and the Touch of Lemon and Lime has the most - 23 calories per 100ml.
0:17:16 > 0:17:20'Now, not exactly the result you might expect.'
0:17:22 > 0:17:25The reality is, you know, me, I mean, I'm not fit,
0:17:25 > 0:17:28but it would take me ages to work all of this off,
0:17:28 > 0:17:29and I reckon a lot of you at home,
0:17:29 > 0:17:31it would take you quite a lot of time to burn off
0:17:31 > 0:17:34what seems to be innocent calories,
0:17:34 > 0:17:37but 116 sometimes, just in that bottle of water.
0:17:37 > 0:17:43Volvic producer Danone told us their beverages provide people
0:17:43 > 0:17:45with an alternative to very sugary drinks
0:17:45 > 0:17:48which many prefer to plain water.
0:17:48 > 0:17:51They added that they make it clear the drinks contain added sugar,
0:17:51 > 0:17:55and their bottles give consumers all the necessary information
0:17:55 > 0:17:57to make an informed choice.
0:17:57 > 0:18:02They said that the use of pictures of fresh fruit is not misleading,
0:18:02 > 0:18:05and is permitted on drinks which use natural flavourings
0:18:05 > 0:18:08derived from that fruit.
0:18:08 > 0:18:11Touch of Fruit Strawberry, and Lemon and Lime, they said,
0:18:11 > 0:18:13have only about half the calorie content
0:18:13 > 0:18:16of comparable sugar-sweetened beverages on the market.
0:18:16 > 0:18:22Another new trend in bottled water cuts out the addition of fruit,
0:18:22 > 0:18:25and just goes straight for the vitamin count.
0:18:25 > 0:18:27Now, here we have a different product.
0:18:27 > 0:18:33This is actually Vitaminwater, and it actually says here, "Revive."
0:18:33 > 0:18:35So this gives the impression
0:18:35 > 0:18:38that it's going to be extremely good for you,
0:18:38 > 0:18:41it's going to revive, revitalise you.
0:18:41 > 0:18:45And also, it may have been scientifically designed,
0:18:45 > 0:18:49because when we look at this label here, it's a very clinical label
0:18:49 > 0:18:52that you'd think there was some science behind it.
0:18:52 > 0:18:56You expect that a bottle of Vitaminwater
0:18:56 > 0:18:57may have added vitamins,
0:18:57 > 0:19:02but it's also got 23 grams of sugar in a bottle.
0:19:02 > 0:19:06Now, this Glaceau Vitaminwater has rocketed in popularity -
0:19:06 > 0:19:10a 140% sales rise in the last three years.
0:19:10 > 0:19:14But how aware are you when it comes to the sugar content
0:19:14 > 0:19:15of flavoured water?
0:19:17 > 0:19:20We sent our researchers to Europe's tallest building,
0:19:20 > 0:19:24the Shard in central London, with a lunchbox of popular snacks.
0:19:27 > 0:19:29Packet of ready-salted crisps,
0:19:29 > 0:19:30a doughnut,
0:19:30 > 0:19:31KitKat,
0:19:31 > 0:19:33Muller corner.
0:19:33 > 0:19:35That's a sandwich of some sort.
0:19:35 > 0:19:39And to wash it all down is the Vitaminwater.
0:19:39 > 0:19:41It may not contain the most fat or calories,
0:19:41 > 0:19:45but can our guinea pigs spot the most sugary item in the lunchbox?
0:19:46 > 0:19:48I would think obviously the one
0:19:48 > 0:19:49that's got lots of sugar on the outside
0:19:49 > 0:19:51would probably be a contender.
0:19:51 > 0:19:53I think this contains most.
0:19:53 > 0:19:57I reckon the doughnut. It's got sugar on top, you can see the icing.
0:19:57 > 0:19:59I'll go for the drink.
0:19:59 > 0:20:00I think the Vitaminwater.
0:20:00 > 0:20:02The KitKat, because it's chocolate.
0:20:02 > 0:20:05I think the doughnut.
0:20:05 > 0:20:07Maybe the chocolate bar.
0:20:07 > 0:20:09The doughnut and the piece of cake, definitely.
0:20:09 > 0:20:12- Yeah.- And then the KitKat. - Yeah?- Definitely, yeah.
0:20:13 > 0:20:17So only 4 out of 15 guessed that it was the drink.
0:20:17 > 0:20:20And with 23 grams of sugar in the bottle,
0:20:20 > 0:20:23that's nearly a quarter of our guideline daily allowance.
0:20:25 > 0:20:27It's the Vitaminwater.
0:20:27 > 0:20:30- THEY LAUGH - Yes!
0:20:30 > 0:20:32I'm surprised. Really?
0:20:32 > 0:20:34Water's meant to be good for you.
0:20:34 > 0:20:36Yeah, water's meant to be good for you, vitamins obviously,
0:20:36 > 0:20:39but I didn't know there was that much sugar in it.
0:20:39 > 0:20:42This labelling here, right, it says vitamin C, vitamin B, zinc,
0:20:42 > 0:20:45that sort of puts you on the track to think,
0:20:45 > 0:20:47"Oh, this is healthy, I'll drink this."
0:20:47 > 0:20:49It's even got "We love the Olympics" on there.
0:20:49 > 0:20:51Again, you'd associate the Olympics with something healthy.
0:20:51 > 0:20:54Obviously, it's not.
0:20:56 > 0:20:58We contacted Coca Cola, who said that:
0:20:58 > 0:21:01"Glaceau Vitaminwater is a low-calorie and convenient way
0:21:01 > 0:21:03"to help people hydrate
0:21:03 > 0:21:06"and get more of the vitamins and minerals they require.
0:21:06 > 0:21:11"We have always been very open that the drink contains 23g of sugar,
0:21:11 > 0:21:17"26% GDA, in each 500ml bottle, which is prominently labelled.
0:21:17 > 0:21:21"We do not believe that sugars are a bad thing in moderation.
0:21:21 > 0:21:26"Later this year, our reformulated Glaceau range with 30% less sugar
0:21:26 > 0:21:28"will be rolled out."
0:21:30 > 0:21:33Well, it's clear that many people like me
0:21:33 > 0:21:36just don't realise the amount of sugar and calories
0:21:36 > 0:21:38that you might get in a healthy-looking drink.
0:21:38 > 0:21:42So beware bottles with juicy-looking fruit and vitamins.
0:21:42 > 0:21:46It may look like just water, but in fact it packs a sugary punch.
0:21:51 > 0:21:55With all this low-profile sugar in our food and drink,
0:21:55 > 0:21:58it's no surprise that obesity is on the rise.
0:21:58 > 0:22:01But one solution seems to be that rather than eat less,
0:22:01 > 0:22:04we turn to low-fat or healthy-eating ranges.
0:22:07 > 0:22:08Low-fat, light products?
0:22:08 > 0:22:11Depends if I'm shopping with my missus or not!
0:22:11 > 0:22:14I do buy low-fat spreads, butter, mayonnaise.
0:22:14 > 0:22:18Yeah, I buy things like low-fat yoghurts and drinks.
0:22:18 > 0:22:19Um...
0:22:19 > 0:22:22Just so that it leaves room to have some chocolate, for instance!
0:22:22 > 0:22:24The question is -
0:22:24 > 0:22:29does it stop us piling on the pounds or just simply make us feel better?
0:22:34 > 0:22:38It seems that many may be turning to diet food
0:22:38 > 0:22:39because over the last eight years,
0:22:39 > 0:22:43food manufacturers have been busy overhauling their recipes.
0:22:44 > 0:22:47£15-million worth of products have been re-launched
0:22:47 > 0:22:52with reduced sugar, fat and salt levels.
0:22:57 > 0:23:00With terms like "light," "lighter" and "lightest,"
0:23:00 > 0:23:03you might think we'd be in danger of floating away altogether.
0:23:03 > 0:23:06But what do any of these terms actually mean?
0:23:07 > 0:23:09Well, of course, the diet industry is enormous,
0:23:09 > 0:23:12and I think the majority of us are a bit fascinated with it,
0:23:12 > 0:23:15so joining us in the kitchen today, I have a nutritionist,
0:23:15 > 0:23:17and that is Arabella Hayter.
0:23:17 > 0:23:19So, Arabella, it is an enormous talking point, isn't it?
0:23:19 > 0:23:21There's so many different descriptions,
0:23:21 > 0:23:24whether it's L-I-T-E lite, or L-I-G-H-T,
0:23:24 > 0:23:27or light in fat or lower fat.
0:23:27 > 0:23:30Are there legal requirements as to how you describe it on the label?
0:23:30 > 0:23:32There are certainly legal requirements
0:23:32 > 0:23:34as to what manufacturers can put on their products.
0:23:34 > 0:23:37For example, if the product is going to claim that it's light
0:23:37 > 0:23:38or it's lower fat,
0:23:38 > 0:23:42it has to have 30% less fat than the standard equivalent.
0:23:42 > 0:23:44So, for example, here we've got biscuits.
0:23:44 > 0:23:47Biscuits are a very good example to use as a comparison.
0:23:47 > 0:23:50So this product here says that it's the Lights,
0:23:50 > 0:23:52and it's 30% reduced fat.
0:23:52 > 0:23:56Now that means that it's 30% less fat than the standard variety.
0:23:56 > 0:24:00If we look at this, it has 20 grams of fat per 100 grams,
0:24:00 > 0:24:04and this has got 14 grams of fat per 100 grams.
0:24:04 > 0:24:07So in order for something to be a low-fat product,
0:24:07 > 0:24:11it actually has to have less than 3 grams of fat per 100 grams.
0:24:11 > 0:24:14So this isn't exactly a low-fat product,
0:24:14 > 0:24:16even though it's got less fat than the standard version.
0:24:17 > 0:24:20So the labelling on the biscuits is legal,
0:24:20 > 0:24:24because "lighter" and "light" doesn't mean the same as "low fat",
0:24:24 > 0:24:27which has to under three grams.
0:24:27 > 0:24:30Do you think we're all just lured in by the very idea
0:24:30 > 0:24:33of anything that says "lighter" or "less fat"?
0:24:33 > 0:24:34Oh, certainly.
0:24:34 > 0:24:36I think by calling something low fat,
0:24:36 > 0:24:40people seem to think that also means that perhaps it's low calorie,
0:24:40 > 0:24:42and therefore they can eat it freely.
0:24:42 > 0:24:45But at the same time, if I was going to have a biscuit like that,
0:24:45 > 0:24:49and I have the option of having a lower fat, like 30% lower,
0:24:49 > 0:24:51then surely it's still got to be better for me
0:24:51 > 0:24:53than having the original?
0:24:53 > 0:24:55Because the manufacturers have taken out fat,
0:24:55 > 0:24:56they still want it to taste nice.
0:24:56 > 0:24:59So you'll find that often low-fat products
0:24:59 > 0:25:03will actually have more sugar in them than the standard equivalent.
0:25:03 > 0:25:07For example, in the standard equivalent of this biscuit,
0:25:07 > 0:25:10there is 16 grams of sugar,
0:25:10 > 0:25:15compared with 20 grams of sugar per 100 in the lighter version.
0:25:15 > 0:25:18So you have to weigh up the pros and cons.
0:25:18 > 0:25:20Now, we've already established with the biscuits
0:25:20 > 0:25:21that the so-called healthier version
0:25:21 > 0:25:24actually has more sugar in it than the original.
0:25:24 > 0:25:27Let's look at the yoghurts, and we have some light yoghurts there.
0:25:27 > 0:25:29OK, these light yoghurts are light because they're fat free.
0:25:29 > 0:25:33There's only 0.1 grams of fat per 100.
0:25:33 > 0:25:35But they do have added sugars and sweeteners in them.
0:25:35 > 0:25:38Although the sugar level is relatively low,
0:25:38 > 0:25:41- 7.8 grams per 100... - And there should be 5 or under.
0:25:41 > 0:25:44To be considered a low-sugar product, yes.
0:25:44 > 0:25:47So by adding sugar and sweeteners and so on,
0:25:47 > 0:25:49does that kind of whet your appetite for sugar?
0:25:49 > 0:25:50Oh, certainly.
0:25:50 > 0:25:52There's been a lot of research recently
0:25:52 > 0:25:54that actually sugar could be considered
0:25:54 > 0:25:57to be as addictive as a drug.
0:25:57 > 0:25:59As with salty food, we learn to like the taste of sugar.
0:25:59 > 0:26:02So the more sugar you have often, the more you want it.
0:26:02 > 0:26:06'So we asked the Sugar Nutrition Organisation to comment.
0:26:06 > 0:26:08'They said:'
0:26:08 > 0:26:11"A World Health Organisation report concluded that any similarities
0:26:11 > 0:26:15"between brain signals generated by pleasurable foods
0:26:15 > 0:26:17"and those from drugs of abuse
0:26:17 > 0:26:20"do not support the idea of a food being addictive."
0:26:20 > 0:26:23Also, "..that research does not support the theory
0:26:23 > 0:26:26"that sugar in particular is addictive."
0:26:26 > 0:26:30Lastly, "Expert committees including the Department of Health
0:26:30 > 0:26:32"concluded that at current levels of consumption,
0:26:32 > 0:26:35"sugar doesn't play a role in diseases
0:26:35 > 0:26:39"such as diabetes, obesity and coronary heart disease."
0:26:40 > 0:26:43Let's look at the crisps because I think we're a nation
0:26:43 > 0:26:45of crisp lovers, in front of the telly in particular.
0:26:45 > 0:26:49One of the versions here is a baked variety.
0:26:49 > 0:26:53This one makes the claim that it's got 70% less fat
0:26:53 > 0:26:54than the standard alternative.
0:26:54 > 0:26:57So is "baked" then, a very good thing to have on the packet,
0:26:57 > 0:26:59obviously better than "deep fried".
0:26:59 > 0:27:02Absolutely. They've used less oil, which is where the fat comes from.
0:27:02 > 0:27:05But the advice to give consumers is that
0:27:05 > 0:27:09if you're trying to eat a calorie controlled diet, perhaps just
0:27:09 > 0:27:12try not to have crisps at all rather than choosing a baked variety.
0:27:12 > 0:27:17'So these baked crisps do have fewer calories than the original variety
0:27:17 > 0:27:19'but at nearly 100 calories a bag,
0:27:19 > 0:27:22'that's a lot more than you'll get in a stick of celery!'
0:27:22 > 0:27:26So how much do you think the consumer is categorically misled?
0:27:26 > 0:27:29I think claims can be very misleading, definitely.
0:27:29 > 0:27:32Things that say that they're low fat might not be as low fat
0:27:32 > 0:27:35as consumers initially think they are.
0:27:35 > 0:27:37What would your advice be if people just want to be healthy
0:27:37 > 0:27:39and possibly lose a bit of weight at the same time?
0:27:39 > 0:27:43Eat a healthy, balanced diet, try and get a range of foods
0:27:43 > 0:27:46including lots of fruits and vegetables
0:27:46 > 0:27:47and everything in moderation.
0:27:47 > 0:27:50And I would think bring your glasses to the supermarket
0:27:50 > 0:27:53when you go shopping because I can't read half of those labels.
0:27:53 > 0:27:55Yeah, absolutely and allow yourself lots of time
0:27:55 > 0:27:57if you're going to bother to read all the labels.
0:27:57 > 0:27:59'As well as individual groceries,
0:27:59 > 0:28:04'food manufacturers use "healthy", "good for you", "lighter",
0:28:04 > 0:28:07'and "low calorie" claims on processed food and ready meals.
0:28:07 > 0:28:10'And almost a third of adults trying to lose weight
0:28:10 > 0:28:13'have switched to low in sugar, fat and calories.
0:28:13 > 0:28:17'But many aren't totally clear about what they're buying.'
0:28:17 > 0:28:18I buy low-fat and diet foods
0:28:18 > 0:28:21because it's got lower calorie content in it.
0:28:21 > 0:28:25I'm not sure about whether they're the same, low fat and low calorie.
0:28:25 > 0:28:27If I pick up something low fat I think low calories,
0:28:27 > 0:28:30but that's just me being ignorant, perhaps.
0:28:30 > 0:28:34I don't think that low fat equals low calorie. It's a myth.
0:28:34 > 0:28:37'Jane DeVille-Almond is a nurse with 20 years' experience
0:28:37 > 0:28:41'in advising people with weight problems.'
0:28:41 > 0:28:42'I have a lot of clients who use'
0:28:42 > 0:28:44healthy eating products
0:28:44 > 0:28:47because they think it's going to help them lose weight,
0:28:47 > 0:28:49but the big problem with that
0:28:49 > 0:28:51is it doesn't help them think about food itself,
0:28:51 > 0:28:55they just go and buy a product because it's got healthy options.
0:28:55 > 0:28:58I think it actually stops them looking at the calories in there
0:28:58 > 0:29:00and I think that's the big danger,
0:29:00 > 0:29:04that they're relying on the companies to make the decisions for them.
0:29:04 > 0:29:07Jane works in the West Midlands.
0:29:07 > 0:29:10She thinks the best way to combat public ignorance
0:29:10 > 0:29:12about healthy eating
0:29:12 > 0:29:15is to take her message out to workplace and community centres.
0:29:15 > 0:29:18She's going to use a menu of diet and healthy eating ranges
0:29:18 > 0:29:23but keep the calorie count for each choice hidden.
0:29:24 > 0:29:28The point of this menu here really is to get people to understand
0:29:28 > 0:29:31that when they see things like "light" and "reduced fat",
0:29:31 > 0:29:36"reduced calories", "for slimmers", that actually, sometimes,
0:29:36 > 0:29:39they're not as low calorie as people think they are.
0:29:39 > 0:29:43- I'd choose the prawn cocktail. - OK.- Shall I take that off?
0:29:43 > 0:29:46Well, how many calories do you think it is?
0:29:47 > 0:29:49Oh, about 60?
0:29:50 > 0:29:52Great. It's 305 calories.
0:29:52 > 0:29:56Good heavens! I'm surprised it's so much.
0:29:56 > 0:29:58Really surprised.
0:29:58 > 0:30:00How many do you think would be in the prawn cocktail?
0:30:00 > 0:30:02200?
0:30:02 > 0:30:04305.
0:30:04 > 0:30:08You'd think it'd be low calorie, but obviously not.
0:30:08 > 0:30:10How many do you think is in the garlic bread?
0:30:10 > 0:30:12Oh, 1,000?
0:30:12 > 0:30:14Oh!
0:30:14 > 0:30:16And the main meals?
0:30:16 > 0:30:20- Oh, I'd probably go for the beef stroganoff.- OK.
0:30:20 > 0:30:21And what do you think that is?
0:30:21 > 0:30:23250.
0:30:23 > 0:30:25418 calories.
0:30:25 > 0:30:28How many calories do you think are in the chicken?
0:30:28 > 0:30:32Probably 400 or 500.
0:30:32 > 0:30:34It's 447.
0:30:34 > 0:30:35Wow.
0:30:36 > 0:30:39- And that's actually the most fattening one...- Yes.
0:30:39 > 0:30:42- ..That you chose.- I've chosen two fattening ones then so far.
0:30:42 > 0:30:46But, ultimately, even if everyone had guessed the right calorie count,
0:30:46 > 0:30:48Jane wants us to go back to basics.
0:30:50 > 0:30:52We need to spend more time teaching people, one, how to cook.
0:30:52 > 0:30:55And two, the simpler the food, the better.
0:30:55 > 0:30:56In fact, if it's got a label on it
0:30:56 > 0:30:58telling you how many calories are in there,
0:30:58 > 0:31:00then it's bound to not be good for you.
0:31:00 > 0:31:02You're best off buying products that come loose,
0:31:02 > 0:31:04that come out of the shops,
0:31:04 > 0:31:07and you put in your shopping bag, bring home and cook from fresh.
0:31:09 > 0:31:12One of the indicators that diet food is on the rise
0:31:12 > 0:31:15is the increase in the sale of emulsifiers -
0:31:15 > 0:31:20a necessary addition when fat is taken out of no and low-fat foods.
0:31:20 > 0:31:22Which gets me thinking about how food manufacturers
0:31:22 > 0:31:24go about making those changes.
0:31:24 > 0:31:28And it all comes down to what happens in the food lab.
0:31:28 > 0:31:30We've been talking about diet foods.
0:31:30 > 0:31:34Now, what I want to know is, if you take fat and sugar out of food,
0:31:34 > 0:31:36do you have to replace it with something
0:31:36 > 0:31:38to make it all look edible?
0:31:38 > 0:31:40And, of course, our scientist Peter Maynard
0:31:40 > 0:31:42is with us at the laboratory.
0:31:42 > 0:31:43So, what's the answer, Peter?
0:31:43 > 0:31:47There are certain things that you can add to bulk out a food
0:31:47 > 0:31:49but which will not be digested
0:31:49 > 0:31:52and therefore will not have any calorific value in your body.
0:31:52 > 0:31:56If you take something like this - methyl cellulose -
0:31:56 > 0:32:02this is very commonly added to foods to make them into diet foods.
0:32:02 > 0:32:03Why though?
0:32:03 > 0:32:07Because it swells up in contact with water and therefore
0:32:07 > 0:32:11once it gets in your stomach, or indeed in the food to begin with,
0:32:11 > 0:32:15it makes you feel full and it bulks out the food
0:32:15 > 0:32:18without actually adding any nutrition to it.
0:32:18 > 0:32:20I hate the thought that something is going into my body
0:32:20 > 0:32:23that will just bulk... It's bulked out enough!
0:32:23 > 0:32:25But, you know, will make my tummy feel full
0:32:25 > 0:32:27when in actual fact it's not doing me any good.
0:32:27 > 0:32:32It has other uses as well. It is used in wallpaper paste.
0:32:32 > 0:32:33Are you being serious?
0:32:33 > 0:32:38Oh, yes. It swells up so much and is a very good adhesive
0:32:38 > 0:32:43and therefore it will act just like wallpaper paste.
0:32:43 > 0:32:45But that, in a way, is atrocious, isn't it?
0:32:45 > 0:32:47It's perfectly legal.
0:32:47 > 0:32:49I see some wallpaper here, are you going to actually paste it?
0:32:49 > 0:32:51- Let's have a try.- OK. - Let's mix some up.
0:32:51 > 0:32:52Can I help this for you?
0:32:52 > 0:32:54So is the experiment you're going to do,
0:32:54 > 0:32:56one with the wallpaper paste and one with the...?
0:32:56 > 0:33:00- Yeah, exactly. Let's start with the wallpaper paste.- Right.
0:33:00 > 0:33:05So the consistency will just be roughly the same, will it?
0:33:05 > 0:33:07- When you mix it up?- You'll see.
0:33:07 > 0:33:10Yeah, I'll see. Be patient, Gloria!
0:33:12 > 0:33:15We'll try the methyl now. Yes.
0:33:17 > 0:33:19Can I stir that a little bit for you?
0:33:19 > 0:33:22- Oh, yes, please.- You can keep an eye on the other one.
0:33:22 > 0:33:24See, I hate to think of all that gunge in my stomach
0:33:24 > 0:33:26just because I'm on a slimming food.
0:33:26 > 0:33:29So you're going to have the blue. Blue for the boys.
0:33:29 > 0:33:31- Thank you very much.- OK.
0:33:31 > 0:33:33I've never done much wallpaper pasting in my time.
0:33:33 > 0:33:35Would you like a brush? It would be handy, wouldn't it?
0:33:35 > 0:33:36Thank you.
0:33:36 > 0:33:41Wallpapering is not my forte but, anyway, I'll do my best.
0:33:41 > 0:33:42Let's see.
0:33:44 > 0:33:46Turn them over now.
0:33:52 > 0:33:55So, the acid test, we must see if it's stuck properly.
0:33:55 > 0:33:57OK. Remove the gunge.
0:33:57 > 0:33:59What are you going to do, just hold it up?
0:33:59 > 0:34:00We just hold the boards up.
0:34:00 > 0:34:03See, mine has definitely stuck very, very well.
0:34:03 > 0:34:05And there's no way that they're going anywhere.
0:34:05 > 0:34:08Nowhere. Except into your stomach, in this case.
0:34:08 > 0:34:11Well, you know what, Peter, I think in the laboratory at least,
0:34:11 > 0:34:13- I've beaten you at something? - You definitely have!
0:34:13 > 0:34:16And if you ever need me to do any wallpapering in your house,
0:34:16 > 0:34:18- just give me a call. - Thank you very much!
0:34:18 > 0:34:20I'm not boasting about it but I think my edges and everything
0:34:20 > 0:34:21are better than yours.
0:34:21 > 0:34:23Much better, much better.
0:34:23 > 0:34:25Better on the board than in my stomach.
0:34:25 > 0:34:26THEY LAUGH
0:34:27 > 0:34:31'For the record, methyl cellulose certainly isn't harmful
0:34:31 > 0:34:34'and it's widely used by the food industry.'
0:34:34 > 0:34:36Now if you're looking for
0:34:36 > 0:34:39an unadulterated and simple, healthy, food product
0:34:39 > 0:34:42what better choice than a pure fruit juice or smoothie?
0:34:43 > 0:34:46Or do you still have to keep your shopper's wits about you?
0:34:51 > 0:34:56Pure fruit juice is as the industry puts it "highly on trend".
0:34:56 > 0:34:59They have a greater health appeal than juice drinks,
0:34:59 > 0:35:04which don't guarantee to be 100% fruit and may contain additives.
0:35:04 > 0:35:08Pure fruit juice may be more expensive but consumers see it
0:35:08 > 0:35:11as an important way of getting one of their five a day.
0:35:13 > 0:35:17And we're getting more adventurous in our tastes.
0:35:17 > 0:35:20I buy things like pineapple and coconut juice.
0:35:20 > 0:35:21Maybe a bit of mango now and again.
0:35:21 > 0:35:23Blueberry and cranberry.
0:35:23 > 0:35:25I buy a lot of fruit juice, to be honest.
0:35:25 > 0:35:27- Mango.- Passion fruit.
0:35:27 > 0:35:29The kiwi one I like.
0:35:29 > 0:35:32I would really go for a single fruit juice rather than a mixed juice.
0:35:32 > 0:35:36Yesterday, I bought pomegranate and I think it was cranberry.
0:35:36 > 0:35:38It tasted so nice. I've never tasted that in my life!
0:35:40 > 0:35:43The tropical fruit juice market in Britain is now estimated
0:35:43 > 0:35:47to be worth around £140 million a year.
0:35:47 > 0:35:50If you decided to get your fill of exotic fruit,
0:35:50 > 0:35:52you would generally choose, say, a smoothie or a juice,
0:35:52 > 0:35:54but you will pay a premium price.
0:35:54 > 0:35:57But how do you know that you're actually getting
0:35:57 > 0:36:00what it appears to promise on the carton?
0:36:02 > 0:36:07Earlier this year, consumer champions Which? published a report
0:36:07 > 0:36:09on the need for clearer food labelling.
0:36:09 > 0:36:12They looked at the pictures and descriptions on the front of foods
0:36:12 > 0:36:15such as juices and compared them
0:36:15 > 0:36:18with the printed list of actual ingredients.
0:36:18 > 0:36:21What they were looking at was the contrast between
0:36:21 > 0:36:23the impression a consumer may get at a glance
0:36:23 > 0:36:25and the listed ingredients.
0:36:25 > 0:36:30For example, Tropicana's Mango and Passion Fruit drink,
0:36:30 > 0:36:33in which the top ingredient is actually apple juice -
0:36:33 > 0:36:37which constitutes 87% of what's in the carton.
0:36:37 > 0:36:40Followed by 9% of mango and 4% of passion fruit.
0:36:45 > 0:36:46If I bought something
0:36:46 > 0:36:49and it wasn't exactly what they advertised it to be,
0:36:49 > 0:36:50I would feel very cheated.
0:36:50 > 0:36:53If it was showing the fruits on there then
0:36:53 > 0:36:56I would expect it to be high in juice content.
0:36:56 > 0:36:57I would feel a bit ripped off
0:36:57 > 0:37:01that the juices were not what they were saying.
0:37:01 > 0:37:04I would expect 100% of the actual fruit in my drink.
0:37:06 > 0:37:08There is one way of making sure you get
0:37:08 > 0:37:09what you pay for in exotic juices
0:37:09 > 0:37:13and that's to see it made right in front of your eyes -
0:37:13 > 0:37:16like at this London juice bar run by Khalid Undre.
0:37:17 > 0:37:22Mango is a very good source of vitamin C.
0:37:22 > 0:37:27One of the best fruits for vitamin C contents for the day.
0:37:27 > 0:37:31In its natural form, it's got some lovely tastes and flavours to it.
0:37:31 > 0:37:36This is passion fruit, it's beautiful when it's fresh.
0:37:36 > 0:37:41It's got lovely flavours and textures to it.
0:37:41 > 0:37:43See that?
0:37:43 > 0:37:45It's beautiful.
0:37:49 > 0:37:52Now, admittedly, Khalid's hand-made and freshly-pressed juice
0:37:52 > 0:37:54is four times the price of PepsiCo's Tropicana.
0:37:54 > 0:37:59But at least you can see how much of each fruit goes in.
0:38:00 > 0:38:02We asked PepsiCo to comment they said,
0:38:02 > 0:38:06"We have no plans to change the name, design or packaging
0:38:06 > 0:38:08"of our mango and passion fruit juice.
0:38:08 > 0:38:11"The name on the front accurately reflects the prominent flavours
0:38:11 > 0:38:14"in the juice and the taste that a consumer would expect.
0:38:14 > 0:38:18"We blend the mango and passion fruit with apple juice
0:38:18 > 0:38:22"to provide the optimal consistency and balance of flavours.
0:38:22 > 0:38:25"The apple juice is clearly labelled on the pack,
0:38:25 > 0:38:27"in line with EU regulation."
0:38:29 > 0:38:34I think customers should be given what it says on the label.
0:38:34 > 0:38:36If it isn't, then there should be
0:38:36 > 0:38:37'a law against it, in my opinion.
0:38:37 > 0:38:42'If 80% is apple and oranges, it should say,
0:38:42 > 0:38:45'"apple and oranges with a hint of mango."'
0:38:45 > 0:38:48Well, it seems that Khalid's plea has been answered
0:38:48 > 0:38:49because the law has changed.
0:38:49 > 0:38:51By Christmas 2013,
0:38:51 > 0:38:55manufacturers will have to order the name of the fruits
0:38:55 > 0:38:59in their product by volume, starting with the largest.
0:38:59 > 0:39:01A drink with three or more fruits could be labelled
0:39:01 > 0:39:05as either "several fruits" or in the case of this Tropicana drink
0:39:05 > 0:39:09it could be called apple, mango and passion fruit.
0:39:09 > 0:39:12I think that's a really good result!
0:39:15 > 0:39:17'Organic is the epitome of a healthy option.
0:39:17 > 0:39:19'But it comes at a premium,
0:39:19 > 0:39:22'and in the grips of one of the worst recessions in history
0:39:22 > 0:39:24'how can many of us afford to go all organic?'
0:39:32 > 0:39:36So, what are we actually paying for when we choose organic?
0:39:36 > 0:39:40Well, the food must be certified by a recognised body
0:39:40 > 0:39:42like the Soil Association.
0:39:42 > 0:39:45This guarantees that 95% of ingredients
0:39:45 > 0:39:47have been organically produced,
0:39:47 > 0:39:50and that no artificial fertilisers have been used,
0:39:50 > 0:39:54and animals have been reared to a high welfare standard.
0:39:54 > 0:39:58And for investigative food journalist Joanna Blythman,
0:39:58 > 0:40:01it's an obvious back-to-basics approach.
0:40:01 > 0:40:05Well, of course there is this perception that organic food
0:40:05 > 0:40:09is just a sort of lifestyle option for the neurotic rich
0:40:09 > 0:40:12and, personally, I just don't believe that.
0:40:12 > 0:40:14I mean, the key thing we need to understand is that
0:40:14 > 0:40:17until 1950 or thereabouts, the food that we all ate,
0:40:17 > 0:40:21that everyone ate was organic, it just wasn't called that.
0:40:22 > 0:40:25But buying organic comes at a price.
0:40:25 > 0:40:28For example, a pack of organic gala apples
0:40:28 > 0:40:30can be as much as 30% more expensive
0:40:30 > 0:40:32than it's non-organic equivalent.
0:40:34 > 0:40:36No, I don't much bother with organic food actually,
0:40:36 > 0:40:38cos on the whole it's more expensive.
0:40:38 > 0:40:40I do buy organic food
0:40:40 > 0:40:44because I know that it contains far more nutrition.
0:40:44 > 0:40:46It's better for the environment, et cetera,
0:40:46 > 0:40:49however, sometimes the cost is significantly more.
0:40:49 > 0:40:51I do buy organic food sometimes
0:40:51 > 0:40:54but most of the time it's quite expensive.
0:40:54 > 0:40:57Through her research, Joanna has learned some top tips
0:40:57 > 0:41:01on the most economic way to get the benefits of organic.
0:41:01 > 0:41:05Buy the things where the premium for buying organic
0:41:05 > 0:41:06isn't really very different.
0:41:06 > 0:41:08So for example, flour,
0:41:08 > 0:41:12organic flour, really, in the great span of things is not very expensive,
0:41:12 > 0:41:16nor is organic yoghurt, nor are eggs, so why not have those?
0:41:16 > 0:41:20I think when it comes to fruit there is a very strong argument
0:41:20 > 0:41:22in certain cases for buying organic.
0:41:22 > 0:41:26For example, when I was researching grapes, I really was appalled
0:41:26 > 0:41:29at the level of pesticide residues on conventional grapes.
0:41:29 > 0:41:33So now when I look at organic grapes, I used to think,
0:41:33 > 0:41:35"Gosh, those are expensive!" And now I think,
0:41:35 > 0:41:39"Thank heavens. I'll have those even if I don't have them very often."
0:41:39 > 0:41:41On meat, the premium is much higher.
0:41:41 > 0:41:44An organic chicken can be as much as
0:41:44 > 0:41:47four times the price of a standard one.
0:41:47 > 0:41:52So is it ever worth the mark-up to be sure of welfare standards?
0:41:54 > 0:41:56When it comes to red meat, I'm not so worried
0:41:56 > 0:42:02if I have organic beef or lamb but I do want organic pork and chicken
0:42:02 > 0:42:05because I'm getting a different product there.
0:42:05 > 0:42:08Largely to do with animal welfare reasons,
0:42:08 > 0:42:10because I know that the pigs and chickens
0:42:10 > 0:42:12will have had a much better life.
0:42:12 > 0:42:16I think there's no need to be a sort of organic fanatic.
0:42:16 > 0:42:19I don't think you need to say, "I have to be 100% organic or nothing."
0:42:19 > 0:42:22I think you just use your common sense.
0:42:23 > 0:42:27Remember to look out for logos like these from the Soil Association
0:42:27 > 0:42:29and Organic Farmers and Growers
0:42:29 > 0:42:32for the certified organic products you decide to shell out for.
0:42:32 > 0:42:37And finally, stay healthy and stay sharp.
0:42:39 > 0:42:42Retailers play on our concerns about eating healthily,
0:42:42 > 0:42:45but as we've shown you today sometimes it's better
0:42:45 > 0:42:47not to take those health claims at face value.
0:42:47 > 0:42:51In reality, processed food so often means added sugar -
0:42:51 > 0:42:54a sugar rush that just leaves us hungry for more.
0:42:54 > 0:42:57Better to buy cheaper and fresh ingredients
0:42:57 > 0:43:01than putting your faith totally in the food industry hype.
0:43:11 > 0:43:14Subtitles by Red Bee Media Ltd