Some consumer facing brands struggle to really tell the truth. There is always a bit of spin. Is the product claim fact or "puffery". Or facts are left our of a claim so it is "truthy" but not totally truthful. And the consumer wears that confusion.
Then you have that group of companies in the "natural" set who are founded on a bedrock of straight talk and being real. Pom Wonderful is one such brand. So it was with a very big laugh that I saw this just now on the front page of the New York Times. The expense and effort of it and then the messaging. "We only bullshitted you 2% of the time. Oh and read the asterisk because that is not an entirely correct statement either".
Consumers lose every which way they turn.