Food Fiction: Company responses

Campbell's Soup
Dempster's Garden Vegetable Bread
Food & Consumer Products of Canada
Canadian Food Inspection Agency


Campbell’s Soup

We provide nutrition information per 250 mL because this is consistent with a uniform reference amount, established by Health Canada for soup, enabling consumers to compare Nutrition Facts information based on a consistent serving size.

Dempster’s Garden Vegetable Bread (Canada Bread)

Dempster’s Garden Vegetable Bread was developed in response to consumer demand for more wholesome breads baked with whole grains and added nutritional benefits. This bread has been very successful and consumer feedback has been overwhelmingly positive.

Marketplace’s point of criticism that this bread is misleading consumers based on the imagery on the front of our package is incorrect. The front of our packaging very clearly states that one serving of Dempster’s Garden Vegetable Bread made with carrots and pumpkin is the equivalent of a ½ serving of vegetables and the Nutrition Facts Label on the back of the package states that Vitamin A is 6% Daily Value, a fact that your independent research validates is correct.

We introduced Dempster’s Garden Vegetable Bread to provide consumers with more options when consuming whole grain breads with added nutritional benefits. We are disappointed that Marketplace has chosen to profile our bread on the Lousy Labels show as we do not claim that our product provides more vegetables or nutrients than it does.


Kraft Dinner Smart is KD with some added ingredients – ingredients that parents told us they want their families to eat but struggle to get into their families.  Since we launched it in 2011, we’ve been very mindful about how we promote it.  Any communication speaks specifically to the added ingredients for families with picky eaters. 

The nutrition data displayed on Kraft Dinner Smart products is accurate.  It represents, as a whole, the cheese sauce and the respective noodles - be it enriched wheat pasta with dried cauliflower in KD Smart Vegetables, or enriched wheat pasta with oat hull fibre and inulin in KD Smart High Fibre, or enriched wheat pasta with milled flax seeds and inulin in KD Smart Flax Omega-3.

If your expert is comparing raw cauliflower and the cauliflower in this product, you could get two different serving amounts.  The amount of dried cauliflower we add is the equivalent to a half serving of vegetables according to Canada’s Food Guide.

Most of the Vitamin C in KD Smart Vegetables comes from the freeze dried cauliflower that is cooked into the pasta.  When the cauliflower comes to us, it contains an equivalence of 20% DV of Vitamin C per ½ serving.  For the dry mix, we apply a conservative nutrient retention factor of 50%.  It takes into consideration the nutrients lost during the processing of the pasta.  The result is the 10% DV you see.  For our prepared product, we base the nutrients on someone adding non-hydrogenated margarine and skim milk.

Regarding High Fibre Kraft Dinner Smart, the wheat flour is enriched with iron, niacin, thiamine, riboflavin and folate (as are all white flours in Canada). We’ve added the oat hull fibre and inulin to increase the fibre. Products with natural fibre, like fruits and vegetables, contain more nutrients so the nutrients would likely be different.  This product is really meant for parents who have picky eaters and want to add fibre to their kids’ meals when they can. It shouldn’t be the only source of it.

Regarding Flax Omega-3 Kraft Dinner Smart, you’re absolutely right that there are better ways to get Omega-3 into your diet and we know that fish and seafood are probably some of the best ways.  This product is simply another option for moms who struggle to get their picky eaters to eat a product containing Omega-3. 

We certainly appreciate the feedback and will take it into consideration as we look at Kraft Dinner Smart and its role in our product portfolio moving forward.


Nutella (Ferrero)

Ferrero bases its nutritional approach on three basic principles:

Eat and enjoy a wide variety of food (to ensure consumption of all essential nutrients)
Eat all foods in moderation
Constant even if moderate daily physical activity is fundamental for a healthy lifestyle.

These basic principles are applied to all our activities, our marketing, and even our positioning. Notably, these principles are accepted by the vast majority of world nutritionists and are supported by the best available Scientific Evidence. The same approach is pursued in the advertising of Nutella. We promote the enjoyment that Nutella can bring to the breakfast containing at least three major food groups, as per the recommendations of Canada’s Food Guide. Furthermore, we carefully define our product portion size as we are convinced that reasonable portion sizes are the bases for the control of energy intake. In fact, the very large majority of our products are presented in quantities below the self-imposed calorie cap of 130 Kcal per portion. The same is applied to Nutella, as we promote its consumption in the individual dose of one single tablespoon. We would like to add that we always display our product servings correctly in the recommended serving size indicated on the label. Images of Nutella servings (including that on the front label) do indeed depict a serving of 1 tablespoon of Nutella, as do any images distributed by Nutella in the media.

One tablespoon of Nutella can be part of a complete breakfast, and can add a touch of joy to this important meal. In fact, research tells us that having tasty, varied options can help Canadians avoid skipping breakfast. Moreover we would like to underline that the composition of Nutella includes essential quantities of hazelnut and cocoa, neither of trivial value, which contribute essential micronutrients to daily needs.

Despite this, we are fully aware that Nutella is a sweet and tasty product, and as such belongs to the spreads category. We never promote the nutritional properties of Nutella. Instead our communication focuses on taste and enjoyment, by presenting the product with other food such as whole grain bread, fruit and dairy products -- foods that are nearly universally recommended as healthy eating choices.

In summary, we are aware that Nutella must be consumed in moderation, which is why we present it in that way. Additionally we never promote its exclusive consumption, but include Nutella as part of a complete meal, where Nutella can add a touch of joy to breakfast by adding great taste and variety.

All the required data can be provided in detail when needed by internationally published documentation and proved clinical trials.


Food & Consumer Products of Canada

With so much nutrition information available, research shows that the label is one of the most important tools Canadians use to learn about the products they’re buying for their families.

The label is also an informative tool my family uses every day to help us learn and ultimately choose the products we’re feeding our kids.

The companies that make the food Canadians eat everyday take label accuracy extremely seriously. They adhere to very strict government enforced regulations, and have detailed systems to verify label accuracy. These world-class standards are one of the reasons Canadians benefit from one of the strongest food safety systems in the world.


Canadian Food Inspection Agency

Question 1: What are the rules and regulations related to the nutritional labelling of products?

Answer: All food offered for sale in Canada, whether domestic or imported, must comply with nutrition labelling requirements contained in the Food and Drugs Act and Regulations.

Health Canada is responsible for establishing the rules and regulations related to nutrition labelling in Canada; the Canadian Food Inspection Agency (CFIA) enforces these rules and regulations.

Nutrition labelling requirements can be found here:

Question 2: What requirements do companies have to meet when creating their labels?

Answer: Industry is responsible for ensuring that the information on food labels meets the requirements of the Food and Drugs Act (FDA) and Regulations (FDR), as well as the Consumer Packaging and Labelling Act (CPLA) andRegulations (CPLR).

The CFIA provides various tools for industry, such as the Industry Labelling Tool on our website, to help them ensure that their food labels comply with all regulatory requirements.  This tool can be viewed at:

Question 3: Does the CFIA believe Canadian food companies provide proper nutritional labelling of their products?

Answer: The CFIA is responsible for compliance and enforcement of food labelling requirements, including those for nutrition labelling.

The CFIA verifies industry compliance through investigations into complaints, facility inspections, label reviews and laboratory testing of products.

When non-compliant products are identified, the CFIA takes appropriate enforcement action. Enforcement actions are based on harm, history and intent of the violation. These actions can range from verbal and/or written notifications to warning, detention of product, product recall and prosecution.

Consumers can file a complaint about a specific food product they think does not meet regulatory requirements.