A labeling practice known as ingredient splitting enables packaged foods to list fruit as the primary ingredient even when it constitutes a small fraction of the product, according to investigative reporting.

The technique involves breaking down a single ingredient into multiple components with slightly different names, thereby reducing the quantity of each individual component below the threshold that would require them to appear earlier on the label. This allows manufacturers to position fruit-derived ingredients at the top of the list while the actual dominant ingredient — often sugar or another sweetener — appears later.

Smuckers, a major producer of fruit spreads, has been cited in analyses for using this method in its strawberry jam products. By distributing sweeteners across several listed ingredients, the company can label the product with "strawberries" as the first ingredient, despite sugar comprising the majority of the formulation. The U.S. Food and Drug Administration permits this practice under current labeling regulations, which do not require ingredients to be listed in order of total weight if they are derived from distinct processing methods.

Consumer advocacy groups have highlighted dozens of widely consumed items — including breakfast cereals, flavored yogurts, and packaged snacks — that employ similar labeling strategies. While not illegal, the practice has drawn scrutiny for potentially misleading shoppers who interpret the ingredient order as an indicator of nutritional content.

Regulatory discussions around transparency in food labeling have persisted for years, with some experts calling for stricter guidelines on ingredient presentation. The FDA has not indicated plans to change existing rules but continues to monitor industry practices.

The technique underscores broader concerns about how food packaging communicates nutritional information to the public, particularly when visual cues like ingredient order may influence consumer perception without reflecting actual composition.