Food manufacturers are misleading supermarket customers by making their products appear healthier, according to an investigation into several products that claim to be high in fiber. Manufacturers use claims such as “source of fiber” and “high in fiber” on product packaging as a way of generating sales, but this is often inaccurate or an overly rosy picture, said Dutch consumer advocacy Consumentenbond.

Fiber is good for intestines and bowel movements, and provides a feeling of being full. An analysis of more than 100 products shows the extent in which manufacturers are tricking customers, the Consumentenbond said.

Manufacturers do adhere to legally-established rules, which are based on a certain percentage per 100 grams, the organization stated. “But consumers never eat 100 grams of some products with these kinds of claims.”

One example was a spread used for sandwiches which sold in the Netherlands as Becel Haver, or Becel Oat. That product contains only 0.3 grams of fiber per serving.

In addition, the researchers also found many products with claims about fiber that actually contain much more sugar than fiber. “A great deal of sugar makes the product unhealthy, and not a good source of fiber,” said the Consumentenbond.

It pointed to an Albert Heijn spiced raisin bread snack, sold as AH Kruidkoekreep Rozijnen. That product contains 12 times as much sugar as fiber. Additionally, the fiber-rich variety of drinks sold by Appelsientje “contains about 7 times as much sugar as fiber,” according to the organization.

“Food manufacturers are cleverly capitalizing on the trend to eat more fiber. But in doing so, they also use tricks to mislead consumers,” said Consumentenbond head Sandra Molenaar. She advised against looking at the claims, but rather at the actual amounts found on the back label. “Do not eat a product with an unhealthy composition for the fiber.”

In a response, Albert Heijn said that the supermarket chain considers it important that packaging is clear to customers, and that potential ambiguities be addressed. “We have tightened our policy regarding fiber claims this year,” a spokesperson stated.

She explained that products that claim to be high in fiber should fall under the national guidelines for healthy eating, known as the Schijf van Vijf, or have a Nutri-Score of A or B. The tightened store policy means this should also be “in addition to meeting legal requirements.”

She admitted that the AH Kruidkoekreep Rozijnen does not meet this tightened guideline. The product “in question meets the legal requirements for the ‘high in fiber’ claim, but not the stricter criteria. We are currently reviewing how we can bring the packaging of this product in line with our tightened policy.”