Wholesome. Fresh. Natural. Local. Premium. Those are the food-marketing buzzwords that have gained on phrases like low-fat, low-carb and low-calorie. For fast feeders, the benefits are two-fold — the descriptors don’t bring the regulatory scrutiny other health-related claims do and, even better, consumers are buying into the hype.
“More traditional health claims on the menu tend to get an adverse reaction by the customer because they associate healthy claims like low-fat with less taste,” said Darren Tristano, exec VP at Technomic. “Newer descriptions are designed around the idea that the food is better for you, is of better quality, but is still food. When you start to say low-fat or low-carb, consumers think of diet.”