For people who turn the box over.

What this site is about

Food packaging is full of words chosen to make you feel something (natural, wholesome, simple, real), and most of them aren't required to mean anything. A few are defined precisely and audited. Almost nobody tells you which is which.

This site does. It's about ingredients and labels: what the claims legally promise, how to read an ingredient list quickly, and what to look for on the staples you buy every week.

What it isn't

• Not a diet. Vegan, keto, paleo, whatever. This works for all of them and argues for none of them.
• Not a fear site. No “toxic” lists, no “clean eating”, no telling you an ingredient is poison because its name is long.
• Not health or allergy advice. See the terms.

On recipes

Recipes will come, and only when a person has cooked and tested them. There are none on this site yet. Publishing untested recipes as if they had been tested is common, and it's the kind of label claim this site exists to see through.

How it will be paid for

Eventually, disclosed affiliate links to pantry staples and kitchen tools that have actually been compared. None exist today. No display advertising, and no sponsored post dressed as a label guide. Details on the affiliate disclosure page.

When we're wrong

Labelling rules change and we'll occasionally be out of date. If a panel is wrong, write to us. Corrections are dated on the page they affect.