Nice piece in the Washington Post: Savvier shoppers see through misleading food labels. Here’s how.
"Companies advertise what’s “not” in their foods to exploit the knowledge gap that consumers have. It’s natural for a shopper to assume if a food “does not contain” something, that’s a good thing (even if they have no idea what it means). Marketers prey on consumer vulnerabilities, then charge a premium for products that never contained that “evil” ingredient in the first place."
See also: Food with Integrity is Catching On