Haagen Dazs has figured things out. They recently launched their new product “Five, all-natural ice cream crafted with only five ingredients for incredibly pure, balanced flavor… and surprisingly less fat!”

And McDonald’s recently introduced “oatmeal.” As Mark Bittman says:

“Real oatmeal contains no ingredients; rather, it is an ingredient…A more accurate description than “100% natural whole-grain oats,” “plump raisins,” “sweet cranberries” and “crisp fresh apples” would be “oats, sugar, sweetened dried fruit, cream and 11 weird ingredients you would never keep in your kitchen…Why would McDonald’s, which appears every now and then to try to persuade us that it is adding “healthier” foods to its menu, take a venerable ingredient like oatmeal and turn it into expensive junk food? Why create a hideous concoction of 21 ingredients, many of them chemical and/or unnecessary? Why not try, for once, to keep it honest?”

Eat smart people. Fewer things going into your body you can’t pronounce is better. There’s little to no evidence to say that’s true (the studies are ridiculously hard, there’s nobody with big pockets investing in finding this out, and humans are extremely socially complex), it just feels true. And for me, I feel better not being part of their machine.

(via How to Make Oatmeal … Wrong – NYTimes.com)