I think Chobani has figured out that we’re on to them. Therein lies a tale.
Carol and I were shopping at Safeway the other day, and were browsing the yogurt section. Chobani has the most yogurt SKUs at Safeway, and damned near all of them have long been decorated with a huge, garish “0.” This is supposed to be a signal that Chobani yogurt has no fat and is thus healthy. (What it means to me is that the nutritional value in the cup is zero, and I avoid the brand.) What I noticed today at Safeway is that the zero is gone. They’re not making a big deal of their nonfatness anymore. Wow. We won.
Anybody who reads me regularly knows that I lost weight by eating more. No, I didn’t change the Laws of Thermodynamics. What I did is give the lie to the BS that one calorie is like every other calorie, and if you eat more calories, you gain weight. That’s not true. (Really. For the love of science, stop repeating it.) When I switched from eating Cheerios in 2% milk for breakfast and went to an egg fried in butter, I lost weight. Then I began eating two eggs fried in butter, and lost more weight. There’s two parts to the method: 1) Eat less grain and sugar, and 2) eat more fat. It works for most people. You won’t know if it doesn’t work until you try it. (I’ve beaten this to death and yes, I’ll stop now.)
In the decades following WWII, there arose a near-maniacal War on Fat, which was based on dodgy or outright fraudulent science, and won the day when Ancel Keys got the Feds to back him up. Suddenly, 2%, 1%, and skim milk were mandatory, butter was demonized, and (shazam!) the country gained the weight of a minor planet. You’ve heard all this before, from me and others. What most people don’t know is that Big Dairy went along with it. You’d think they would put up a horrible fuss, but they didn’t. Why is an interesting question, but the answer is pretty clear: Alluva sudden, you could separate the cream from milk, sell the cream, and still sell the milk.
This wasn’t always the case. Prior to the War on Fat, skim milk was used in a few recipes or processed into casein (Elmer’s Glue!) and much of the rest was fed to pigs. (What couldn’t be fed to pigs was often just dumped.) People who drank milk wanted whole milk. Cream wasn’t considered dangerous. People put it on their corn flakes, for pete’s sake. Cream was considered the most valuable part of the milk, and we consumed a monumental quantity of it without gaining weight. We picked up the weight in part by eating sugar, which was added to nonfat and lowfat dairy products to make them taste like something. But more to the point, full-fat dairy causes satiation, and low/nonfat dairy does not. That’s why skim milk is fed to pigs: It keeps them eating.
Huge dairy product manufacturers could buy cheaper skim milk, make yogurt or cheese from it, and then claim that these new, 0% products were healthy and desirable. The cost to consumers was about the same as full-fat products. Do the math.
The War on Fat is pretty much over, but old habits die hard. We’re going to be mopping up for decades. The absurdity called fat-free half and half still exists. I still have to shop a little for full-fat yogurt and cottage cheese. (Look for the Big 4, though it’s still small. I expect that 4’s on dairy packaging will grow, if slowly.) We should take some comfort in small victories, like the vanishing of the Big Zero from Chobani yogurt cups. I take even more comfort from the vanishing of the fat from my waistline.
I’m still looking for potato chips fried in lard. Sooner or later, we’ll win that one too.