health claims on food labels and in food marketing are claims by manufacturers of food products that their food will reduce the risk of developing a disease or condition. for example, it is claimed by the manufacturers of oat cereals that oat bran can reduce cholesterol, which will lower the chances of developing serious heart conditions. vague health claims include that the food inside is "healthy", "organic", "low fat", "non-gmo", "no sugar added", or "natural".