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When it comes to filling your grocery cart with the healthiest foods, careful label reading is critical. Yet even the savviest shoppers can be confused by some of the claims found on the front of food packages. And that is intentional. “If the marketing is done well, it slips through the radar of critical thinking,” says Marion Nestle, professor of nutrition and food studies at New York University. “It’s designed to make you think emotionally, and before you know it, you’ve picked up a box of junk masquerading as health food.”