Which is how the next product ended up on my desk.
Stamped with the USDA Organic label and calling itself "Organic Smooshed Fruit," you would think FruitaBü would be the amazing new snack product we have been searching for and searching for on behalf of our obese kids.
But then we flip the box over and look at the only facts that count, the ingredient list.
FruitaBu Organic Smooshed Fruit Fruit Twirls, Smooshed Strawberry ingredients
Organic Apple Puree Concentrate, Organic Apple Juice Concentrate, Organic White Grape Juice Concentrate, Organic Strawberry Puree Concentrate, Organic Apple, Organic Palm Fruit Oil, Citrus Pectin, Natural Strawberry Flavor, Fruit Juice for Color, Citric Acid, Sodium Citrate, Acerola Cherry Extract (Natural Vitamin C), Soy Lecithin
This is how they get fruit concentrates. They essentially take a nice, healthy, piece of fruit and cook the sh!t out of it until what you have left is fruit flavored sugars.
In her book, What to Eat, Marion Nestle, Ph.D. says
"'Fruit concentrate,' according to the U.S. Dietary Guidelines, is a euphemism for sugars."
Not one, not two, not even three, but the first four ingredients are concentrates. Heck, it would be cheaper to give your kids a big old bowl of white sugar and a shovel.
Dear very nice PR person who represents this company
Our kids are fat. They are fat, in part, because of the preponderance of companies making what are essentially sugary desserts and equating them with healthy fruits. And they are fat because you are helping these companies market these sugars.
If you are not part of the solution, you are part of the problem
So I have a question for you, PR person: Why on earth would you represent a client like this?