Agreed. I, too have long been a label reader and researcher. It's also important to note that some labels are tricky. For example, "made with whole grain" doesn't mean the grain it contains is only whole grain. There could be just a bit of whole grain in the product. Another example: "no added sugar" doesn't necessarily mean "low sugar." We must read the ingredient list to see how much sugar is in a serving. It takes a number of oranges, apples or other fruits to make a normal sized glass of juice, which means we would be getting much more sugar than we would by simply eating one whole fruit. (Guess our ancestors with their tiny juice glasses were wiser than we often give them credit for.)