I’m feeling a little lost, Apples. My readers know that for over 20 years now, I’ve enjoyed a massive veggie-packed salad for lunch. At this point, the daily Sisson salad is just part of my identity.
So imagine the sense of betrayal – nay, dear readers, bereavement – when I learned that it. has. all. been. for. naught.
The reason I am never eating another salad is because Flat Earth Baked Veggie Crisps are the healthiest thing to come along since, well, plants. These “veggie” and “berry” crisps are just like eating real vegetables!
The brand marketing concept is so extended, it feels like homework: people used to think the earth was flat, just like people used to think that chips couldn’t be healthy. Get it? To help the message hit home, Flat Earth’s logo is a flying pig. Because people used to think chips couldn’t be healthy, because pigs would have to fly first, and…my head hurts. Read the fine print: “Beliefs can change!” says Flat Earth. I find this particularly amusing. A belief certainly can change, if you throw enough money and marketing at it. But beliefs aren’t facts – yet again and again, we act as if they are. Marketers know this.
Pigs don’t fly. Almost the real thing is nothing much at all. My politically incorrect opinion is that there is nothing admirable at all about the desire to create a “healthy” chip. In fact, I think it’s a big, fat ethical cop-out.
I know what some will say: at least it’s better than a regular old potato chip. We all need a few healthy indulgences. Their hearts were in the right place (psst…no they weren’t. Flat Earth is owned by Frito-Lay). Baloney. This is marketing, not health.
I’m so disgusted with this trend of making bad foods kinda-sorta healthy, as if mediocrity is an admirable quality. Compromise might feel nice, but how’s that health philosophy workin’ for us? Uncle Sam says “just try to make half your grains whole”. Wow, thanks for the vote of confidence in humans’ capacity for excellence, guys.
Flat Earth’s Baked Veggie Crisps may not be as ridiculous as 7Up Plus (known formerly as corn syrup and chemicals) or vitamin-enriched children’s “milk ‘n cereal” bars (known formerly as candy and sugary goo). But Flat Earth is not a “one serving exchange” of “real!” fruits or vegetables. A chip is not a vegetable, period. You can add in all the dehydrated stale carrots and tomatoes and berries that you want, but until I see Veggie Crisps growing on trees, I’m afraid I have to agree with their slogan: “Impossibly good”. It is impossible – hey, at least they’re honest!
About the Author
Mark Sisson is the founder of Mark’s Daily Apple, godfather to the Primal food and lifestyle movement, and the New York Times bestselling author of The Keto Reset Diet. His latest book is Keto for Life, where he discusses how he combines the keto diet with a Primal lifestyle for optimal health and longevity. Mark is the author of numerous other books as well, including The Primal Blueprint, which was credited with turbocharging the growth of the primal/paleo movement back in 2009. After spending three decades researching and educating folks on why food is the key component to achieving and maintaining optimal wellness, Mark launched Primal Kitchen, a real-food company that creates Primal/paleo, keto, and Whole30-friendly kitchen staples.
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