A growing trend on social media is raising questions about the authenticity of food products consumed by Americans. Videos circulating online, often with millions of views, depict everyday groceries exhibiting unusual textures, such as rubbery fruit, stretchy meat, and resilient bread, leading some viewers to believe the food supply is increasingly artificial. These clips are part of a broader online movement of "food sleuthing," where consumers examine groceries for what they describe as "fake" or "poisonous" ingredients.
While the visual content of these videos can be alarming, experts suggest that unusual textures do not necessarily indicate that foods are unsafe. Instead, these characteristics often have ordinary explanations related to food science, economics, and preservation methods. The underlying anxiety, however, stems from a perceived loss of trust in the food supply chain, according to commercial fishermen Justin and Travis Maderia, founders of Lobsterboys.
"People have lost a lot of trust in where their food comes from," the Maderia brothers told The Post. They noted that ingredients and preservatives are frequently added during transportation and processing to extend shelf life, alter texture, reduce costs, or ensure consistency. This has contributed to the rise of ultra-processed foods, which now constitute nearly half of all calorie intake for Americans aged one and older, according to the Centers for Disease Control and Prevention.
Sandwiches, burgers, baked goods, savory snacks, and sugary drinks are identified as leading sources of ultra-processed calories. For adults, breads, rolls, and tortillas are also significant contributors. This trend has caught the attention of federal regulators.
Regulatory Scrutiny and Scientific Explanations
Federal agencies, including the Department of Health and Human Services (HHS), the Food and Drug Administration (FDA), and the U.S. Department of Agriculture (USDA), are working to establish the nation's first uniform definition of "ultra-processed food." In a move to enhance oversight, the FDA has proposed tightening its "generally recognized as safe" (GRAS) system. The proposed changes would require manufacturers to notify the agency when they determine a food additive to be safe, aiming to increase transparency and accountability.
Experts also point to common, non-sinister reasons for the textures observed in viral videos. For instance, watermelons stored at temperatures below approximately 45 degrees Fahrenheit for extended periods can develop "chilling injury," resulting in a water-soaked or mealy texture. Bananas can also be affected by cold damage, leading to distortion.
Certified nutrition coach Rena Awada explained that manufacturers intentionally use ingredients such as starches, oils, gums, emulsifiers, flavorings, colors, and preservatives to modify a food's texture, appearance, and shelf life. However, she advises consumers to look at a food's overall nutritional profile rather than focusing solely on unfamiliar ingredients. Processed items like frozen vegetables and canned beans, she noted, are not inherently unhealthy.
Some products are designed to mimic real foods without being unsafe. Imitation crab, for example, is typically made from processed white fish that is flavored and shaped to resemble crab meat. Similarly, processed cheeses and certain flavored beverages are engineered for specific taste, appearance, or textural qualities.
Defining the Bigger Concern
The primary concern for health professionals is not the physical properties of individual foods, but rather the overall quantity of ultra-processed foods in a person's diet. Registered dietitian Jill Darminio, System Clinical Nutrition Manager, identified common ultra-processed items such as chips, cookies, candy, sugary drinks, frozen pizzas, sweetened cereals, and processed meats.
These products often contain preservatives, flavor enhancers, stabilizers, and emulsifiers to improve shelf life, texture, and taste. They can also be high in added sugars, sodium, and saturated fats. Darminio emphasized that while these foods are safe to consume, they do not need to be entirely eliminated from the diet.
"Ultra-processed foods are safe to include in a diet and do not need to be eliminated," Darminio stated. She recommends that consumers focus on balance, portion control, and frequency of consumption rather than categorizing foods as strictly "good" or "bad." A balanced approach involves building most meals around whole foods and consuming packaged or processed foods in moderation, ideally alongside fiber- and protein-rich foods like vegetables, whole grains, eggs, and fruit.