Suspicious minds: perceived vitamin content of ordinary and diet foods with added fat, sugar or salt

Male and female dieters and non-dieters (mean age 18.5 years) rated the vitamin levels of ordinary foods (e.g. ‘sliced fresh peaches’) and counterparts with added fat, sugar or salt (e.g. ‘sliced fresh peaches with sugar’). Unlike previous studies, in addition diet foods (‘sugar-free ice cream’) were compared to their ordinary fat- and/or sugar-rich counterparts (‘ice cream’). Some respondents believed diet products to be lower in vitamins, particularly when the corresponding ordinary food was considered to be wholesome (e.g. milk or muffins).