When you walk down a supermarket aisle today, you’re met with bold claims everywhere you look, “all natural,” “healthy,” “low fat,” “high protein,” “no added sugar.”

It sounds reassuring. It sounds healthy.

But many of these products aren’t quite as wholesome as they first appear.

When you flip the packet over and take a closer look at the nutrition label and ingredient list, you’ll sometimes find that what seems like a healthy choice is actually the result of clever marketing.

This is known as the 'health halo effect' and it can heavily influence the way we shop.

In this blog post, we’ll break down what the health halo effect really means and highlight five everyday foods that are worth taking a second look at.

What is the health halo effect?

The health halo effect is a term used to describe when food brands use clever marketing to make products appear healthier than they truly are. Buzzwords, front of pack claims, and selective messaging can create a positive impression, even when the overall nutritional profile tells a different story.

As more people prioritise their health and wellbeing when shopping, this type of marketing has become increasingly common. Consumers are actively looking for better choices, and brands know it.

The challenge is that even when we’re making a conscious effort to choose healthier options, we don’t always end up doing so. Without checking the full ingredient list or nutritional values, it’s easy to be influenced by the “healthy” image rather than the actual nutritional content.

1. Pre-Packaged Soups

Soup is often seen as a nutritious staple, ideal for a convenient lunch, light dinner, or quick snack.  However, when you take a closer look at many pre-packaged options, the story can be quite different. Popular supermarket soups are often high in salt and, in some cases, surprisingly high in sugar.

Research from Action on Salt found that some soups contained more than half of an adult’s maximum recommended daily salt intake in a single serving, more salt than two cheeseburgers from McDonald's.

Similarly, a regular 400g can of Heinz Cream of Tomato Soup contains just under 20g of sugar, roughly five sugar cubes per can!

What to opt for instead

Not all soups are unhealthy, far from it. When made well, they can be incredibly nourishing. The key is checking the back of pack nutrition label, particularly for sodium and sugar content. Many brands now offer reduced-salt and lower sugar versions, which are a better choice.

Even better, consider making your own. Soup is simple, budget friendly, and a great way to use up leftover vegetables or meat. When you make it yourself, you control exactly what goes in and what stays out.

2. Breakfast Cereals

Most of us know that traditionally sugar loaded cereals aren’t the best choice for our health. But it’s just as important to take a closer look at the so-called “healthy” options too.

Many cereals are marketed as nutritious because they contain wholegrains, dried fruit, or nuts. While these ingredients can add fibre and nutrients, they don’t automatically make a product low in sugar. In fact, some granolas contain as much sugar per serving as sweetened breakfast cereals.

Portion size is another key factor. The serving sizes listed on packaging are often much smaller than what people typically pour into their bowls. When you double the portion, you also double the sugar and calorie intake, even if the label looks reasonable at first glance.

What to opt for instead

Look for cereals with less than 5g of sugar per serving and a short, recognisable ingredient list. Even better, consider building your own mix using oats, nuts, and seeds. This gives you more control over the sugar content and creates a more balanced, satisfying breakfast.

3. Protein Bars

Protein bars are widely marketed as convenient fitness fuel and in some cases, they can be. However, many options on the market are also high in added sugars or artificial sweeteners, heavily processed, and nutritionally closer to a chocolate bar than a whole food snack.

While protein is an important nutrient that supports muscle repair, satiety, and overall health, it shouldn’t be the only factor we focus on. A product may be high in protein, but that doesn’t automatically make it balanced.

What to opt for instead

Turn the bar over and check the ingredient list, the shorter and more recognisable is usually better. Aim for a product that’s higher in protein, lower in added sugar, and made from ingredients you actually recognise.

4. Flavoured or Low-Fat Yogurts

Yogurt can be an incredibly nutritious food. Naturally rich in protein, beneficial bacteria, and (when not removed) healthy fats, it can support satiety, muscle repair, and gut health.

The issue arises with many flavoured and low fat varieties. When fat is removed, something often replaces it to maintain taste and texture and that’s typically sugar, artificial flavourings, or added thickeners. As a result, some “low-fat” yogurts can contain 15–20g of sugar per pot, significantly changing their nutritional profile.

Despite this, they’re frequently marketed as healthy snacks or breakfast options. In reality, they’re often far less balanced than plain, full fat or Greek yogurt, which contains more protein and no added sugars.

What to opt for instead

Choose plain Greek or natural yogurt and add your own toppings such as fresh or frozen fruit, nuts, or seeds. This way, you still get flavour and texture, but with fibre, healthy fats, and far less added sugar, giving you a much more balanced and nourishing option.

5. Fruit Juices & Shop-Bought Smoothies

We all know how beneficial fruit can be for our health. It’s rich in vitamins, minerals, antioxidants, and fibre all of which play an important role in supporting overall wellbeing.

However, when fruit is juiced, many of those benefits are reduced. Most importantly, the fibre is largely removed. Fibre helps to slow digestion and regulate the release of sugar into the bloodstream. Without it, the natural sugars in fruit are absorbed much more quickly, which can lead to sharper blood sugar spikes.

Another key issue is how easily these drinks are consumed. It’s far quicker to drink the juice of three or four pieces of fruit than it is to sit and eat them whole. This means you can consume a much higher amount of sugar in a short space of time, without feeling as full or satisfied.

Shop bought smoothies can present a similar problem. Even when labelled as containing multiple portions of your “five a day,” the fruit is already broken down, making the sugars easier and faster to absorb. And while 100% fruit juice may sound like a healthy option, it can contain a similar amount of sugar to a "unhealthy" soft drink.

What to opt for instead

Where possible, choose whole fruit. This ensures you benefit from the fibre as well as the vitamins and minerals. If you enjoy smoothies, try making them at home using whole fruits and adding a source of protein or healthy fats, such as Greek yogurt, nut butter, or seeds. This helps slow digestion, balance blood sugar, and create a more satisfying, nutrient dense option.

Final Thoughts

None of these foods are inherently “bad,” but their marketing can make them seem healthier than they really are. The goal isn’t to fear them, it’s to be aware. By checking sugar content, sodium levels, ingredient lists, and portion sizes, you can make informed choices that truly support your health  without falling for the “health halo” effect.