The New Language of “Healthy”
For decades, “healthy” was one of the most powerful words in food. It sat proudly on cereal boxes, snack packs, and frozen meals. But under the Make America Healthy Again (MAHA) movement, “healthy” is suddenly a liability.
Texas and other states are already challenging brands like General Mills and others for labeling cereals with synthetic dyes as “healthy.” Reformulation deadlines are looming, with commitments from Kellogg’s, Kraft Heinz, Hershey, and others to eliminate artificial dyes from U.S. portfolios by 2026–2027. And consumers, already skeptical, are asking: healthy for who, and on whose terms?
The truth is: the language of “healthy” has expired.
Why the Old Language No Longer Works
For years, “healthy” implied low-fat, low-calorie, or added vitamins. But those definitions now feel outdated — even misleading — in a food landscape where consumers care just as much about how food is made as what’s inside.
- Regulators are redefining healthy in legal terms, with lawsuits tied to additives and ultra-processed claims.
- Consumers equate healthy with transparency, clean labels, and fewer artificial ingredients.
- Health activists frame healthy not only as nutrition, but as fairness — why should U.S. consumers get more additives than European ones?
That’s a communications minefield. And the brands that don’t evolve their language are already paying for it in lawsuits, recalls, and reputational damage.
What “Healthy” Really Means Now
What does the new language of “healthy” look like? We see three shifts taking place.
From Absolute to Relative
Instead of claiming “healthy,” brands are framing foods as healthier choices in context. For example, moving from “a healthy cereal” to “A healthier choice for busy mornings.”
From Ingredients to Intent
Saying what’s in the product is no longer enough. Companies must explain why choices were made. Reformulation not just as compliance but as a commitment. “No artificial colors” will need to shift to “We removed synthetic dyes because families deserve transparency – that’s why we committed to dye-free reformulation by 2027.”
From Labels to Narrative
One word on the front of a package can’t carry the weight anymore. A single “healthy” or “no artificial” label on the package will need to shift to a reformulated line supported by a story across package, digital banners, PR, and brand messaging that traces the “why” behind the change.
Why Language Strategy Matters Now
The MAHA movement isn’t just about food science; it’s about narrative control. We’re in an environment where one word can mean a lawsuit, a boycott, or a breakthrough. And the brands that win will be those that reframe faster and smarter.
The challenge isn’t just reformulating products, but reformulating the story you tell about them. By translating regulatory risk and consumer sentiment into compelling narratives, companies can:
- Protect themselves legally
- Strengthen consumer trust
- Lead, rather than follow, in a changing industry
The old language of “healthy” no longer works. But with the right framing, the new language of “healthy” can unlock trust, differentiation, and long-term equity.
It’s not what you say. It’s what they hear.
At maslansky + partners, we specialize in helping brands find the language that works—language that builds trust, bridges divides, and drives action. We’ve helped brands navigate polarized debates and complex science with clear, credible messaging. And right now, we’re working with a lot of companies on topics like this and how to navigate the focus the MAHA movement is bringing to food and beverage companies.
If you’re rethinking how you talk about artificial ingredients, let’s schedule a quick call. We can share how we can help you lead through this moment of change… and turn uncertainty into opportunity. Contact us here and let’s find a time to connect.
Jason Martuscello is a Senior Vice President at maslansky + partners. He is a seasoned behavioral science and communications leader with over a decade of experience helping global brands turn human behavior into business and communication strategy.
At maslansky + partners, Jason brings a rare blend of scientific rigor and commercial acumen to Language Strategy, connecting why people think and act the way they do with how to move them. He has led award-winning research initiatives for Fortune 500 companies across CPG, pharma, consumer health, and financial services, including Pfizer, Mastercard, SC Johnson, Colgate, Novartis, and Bayer.
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