According to an article in the Orlando Sentinel, the list was inspired by the appearance of “superfood” on Lake Superior State University’s 38th annual List of Words to be banished. The top five Leanwashing Terms of the Year have all appeared in ads posted by consumers in 2012 on LeanwashingIndex.com, a free, consumer-driven educational tool that allows people to post and rate food advertising. The Leanwashing Index calls on food marketers everywhere to immediately cease using the following:
Natural: The word has no nutritional or legal definition, yet appears on millions of packages, including sugar-laden sodas, states the article. I couldn’t agree more with getting rid of it on packaging, even if it’s just promotional copy.