Dear Trader Joe's, Stop Labeling Foods as "Guilt-Free" or "Sinful"

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Dear Trader Joe's,

As a recent new shopper, I have to say that I love most of your food and the cheaper prices (some of your frozen meals are so tasty, and you know that I don't always have time to cook).

However, today in your store I noticed that many of the Trader Joe's brand items read either "guilt free" or "sinfully delicious." As an eating disorder therapist, allow me to let you in on a little secret. Food and morality have nothing to do with each other. Carrots aren't wearing angel halos and cake isn't diabolically plotting to harm you. All foods can fit into a healthy diet, and can be enjoyed guilt-free. Because you never need to feel guilty for eating, unless you stole that brownie from the store. Guilt free foods=ALL FOODS.

In light of that and the real damage that this kind of labeling can do for those with the genetic predisposition towards an eating disorder, who struggle with disordered eating, and children and teens that are developing their relationship to food, I am asking that you change your marketing on the Trader Joe's brand items and remove the references to "guilt free" and "sinful." 

This shopper and many others will thank you. 


Jennifer Rollin, MSW, LCSW-C
Eating Disorder Specialist
Huffington Post Writer
966 Hungerford Dr #20B
Rockville, MD, 20850​​​



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