Sandra Dick: Jam doughnuts know nothing about nutrition

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Okay, who is it? Must be at least one or two of you out there because it’s not me and I’m sure it’s not anyone I know.

You must be the eejit who thinks jam is one of our five a day.

A new report claims a fifth of Scots think the jam on their jelly piece counts as a portion of fruit.

Shocking? Well yes indeed. But is it any wonder many are a bit confused about what they eat? After all, jam comes in jars that scream about how fruity they are – even jam maker Hartley’s website address,, emphasises its fruity credentials.

To be fair to those who confuse a pot of sugar with something healthy, we live in a world where food is so cleverly marketed that it’s often impossible to see the wood for the trees – or the low fat “healthy” yoghurts for all the artificial junk they contain to make them taste nicer.

Shelves bulge with biscuits and desserts which yell “good for you!” or “go ahead!” when the last thing most of us needs to do is go ahead and tuck in. Breakfast cereals point out their vitamin content but contain so much sugar it’s amazing our teeth don’t drop out before lunch. As for supermarket sandwiches, researchers found some contain more fat than two McDonald’s burgers.

When even chips are branded “all good” is it such a big shock that many consumers are totally baffled?

Don’t forget we buy it all in supermarkets that thrive on encouraging us to stock up on processed nosh – much more profitable than if we bought fresh and cooked for ourselves.

Perhaps it’s partly why Scots are in the top three in the world in the obesity stakes. Lousy at football, giants in the league of stuffing our fat faces with the wrong food, we march on flabby bellies straight to cardiology.

Thanks to a food industry that has learned how to cleverly obscure the reality of what we consume, many of us are at the point where we no longer have a clue what we’re putting in our mouths. And while it is not a great indicator of some Scots’ level of intelligence, confusing jam with fruit is probably the least of our worries.