The Contradiction Index

Brands that market themselves as natural, honest, or clean — while their parent companies lobby against labeling reform, rack up FDA violations, and pay hundreds of millions in fines.

VegaDanoneAcquired 2015

Vega was acquired by WhiteWave in 2015, then absorbed into Danone when Danone acquired WhiteWave in 2017 for $12.5B.

Publicly traded conglomerate ownership
'Organic' branding under conglomerate ownership
$42M documented fines against parent

$21M fines$9M lobbying

HIGH CONTRADICTION

Plum OrganicsCampbell'sAcquired 2013

Campbell Soup Company owns Plum Organics. The baby food brand sits alongside Goldfish crackers and Campbell's condensed soups in one of America's oldest CPG companies.

Publicly traded conglomerate ownership
'Organic' branding under conglomerate ownership
$2M documented fines against parent

$2M fines$10M lobbying

HIGH CONTRADICTION

Happy BabyDanoneAcquired 2013

Danone acquired Happy Family (Happy Baby parent) in 2013 for ~$361M. The organic baby food brand is now part of the same company as Danimals, Dannon yogurt, and Evian.

Publicly traded conglomerate ownership
'Organic' branding under conglomerate ownership
$42M documented fines against parent

$21M fines$9M lobbying

HIGH CONTRADICTION

Annie'sGeneral MillsAcquired 2014

Annie's is owned by General Mills in 2014.

Publicly traded conglomerate ownership
$8M documented fines against parent
32 FDA recall(s) at parent company

$8M fines$23M lobbying

HIGH CONTRADICTION

KashiKellogg'sAcquired 2000

Kashi is owned by Kellogg's in 2000.

Publicly traded conglomerate ownership
$8M documented fines against parent
49 FDA recall(s) at parent company

$8M fines$18M lobbying

HIGH CONTRADICTION

Naked JuicePepsiCoAcquired 2006

Naked Juice is owned by PepsiCo in 2006.

Publicly traded conglomerate ownership
$9M documented fines against parent
133 FDA recall(s) at parent company

$9M fines$52M lobbying

HIGH CONTRADICTION

Honest TeaCoca-ColaAcquired 2011

Honest Tea is owned by Coca-Cola in 2011.

Publicly traded conglomerate ownership
63 FDA recall(s) at parent company
Parent lobbied on: Sugar taxes, trade policy

$61M lobbying

HIGH CONTRADICTION

Siete Family FoodsPepsiCoAcquired 2024

PepsiCo acquired Siete Family Foods in 2024 for $1.2B. The family values-driven grain-free brand is now owned by PepsiCo (Doritos, Cheetos, Fritos, Lay's).

Publicly traded conglomerate ownership
Family/founder story while conglomerate-owned
$9M documented fines against parent

$9M fines$52M lobbying

MODERATE

ActiviaDanone

Activia is owned by Danone.

Publicly traded conglomerate ownership
$42M documented fines against parent
71 FDA recall(s) at parent company

$21M fines$9M lobbying

MODERATE

AirborneReckitt Benckiser

Airborne is owned by Reckitt Benckiser.

Publicly traded conglomerate ownership
$1900M+ documented fines against parent
2 FDA recall(s) at parent company

$1900M fines$12M lobbying

MODERATE

AlexiaConagra Brands

Alexia is owned by Conagra Brands.

Publicly traded conglomerate ownership
$5M documented fines against parent
14 FDA recall(s) at parent company

$5M fines$15M lobbying

MODERATE

Annie's HomegrownGeneral Mills

Annie's Homegrown is owned by General Mills.

Publicly traded conglomerate ownership
$8M documented fines against parent
32 FDA recall(s) at parent company

$8M fines$23M lobbying

MODERATE

ApplegateHormel FoodsAcquired 2015

Applegate is owned by Hormel Foods in 2015.

Publicly traded conglomerate ownership
$2M documented fines against parent
16 FDA recall(s) at parent company

$2M fines$12M lobbying

MODERATE

Applegate NaturalsHormel Foods

Applegate Naturals is owned by Hormel Foods.

Publicly traded conglomerate ownership
$2M documented fines against parent
16 FDA recall(s) at parent company

$2M fines$12M lobbying

MODERATE

AQUAFINAPepsiCo

AQUAFINA is owned by PepsiCo.

Publicly traded conglomerate ownership
$9M documented fines against parent
133 FDA recall(s) at parent company

$9M fines$52M lobbying

MODERATE

baiPepsiCo

bai is owned by PepsiCo.

Publicly traded conglomerate ownership
$9M documented fines against parent
133 FDA recall(s) at parent company

$9M fines$52M lobbying

MODERATE

Ball ParkTyson FoodsAcquired 2014

Ball Park is owned by Tyson Foods in 2014.

Publicly traded conglomerate ownership
$5M documented fines against parent
32 FDA recall(s) at parent company

$5M fines$27M lobbying

MODERATE

BanquetConagra Brands

Banquet is owned by Conagra Brands.

Publicly traded conglomerate ownership
$5M documented fines against parent
14 FDA recall(s) at parent company

$5M fines$15M lobbying

MODERATE

BearKellogg's

Bear is owned by Kellogg's.

Publicly traded conglomerate ownership
$8M documented fines against parent
49 FDA recall(s) at parent company

$8M fines$18M lobbying

MODERATE

bear nakedKellogg'sAcquired 2007

bear naked is owned by Kellogg's in 2007.

Publicly traded conglomerate ownership
$8M documented fines against parent
49 FDA recall(s) at parent company

$8M fines$18M lobbying

MODERATE

Ben & Jerry'sUnileverAcquired 2000

Ben & Jerry's is owned by Unilever in 2000.

Publicly traded conglomerate ownership
$20M documented fines against parent
23 FDA recall(s) at parent company

$17M fines$28M lobbying

MODERATE

BertolliConagra BrandsAcquired 2015

Bertolli is owned by Conagra Brands in 2015.

Publicly traded conglomerate ownership
$5M documented fines against parent
14 FDA recall(s) at parent company

$5M fines$15M lobbying

MODERATE

Best FoodsUnilever

Best Foods is owned by Unilever.

Publicly traded conglomerate ownership
$20M documented fines against parent
23 FDA recall(s) at parent company

$17M fines$28M lobbying

MODERATE

Betty CrockerGeneral MillsAcquired 1928

Betty Crocker is owned by General Mills in 1928.

Publicly traded conglomerate ownership
$8M documented fines against parent
32 FDA recall(s) at parent company

$8M fines$23M lobbying

MODERATE

Birds EyeConagra BrandsAcquired 1996

Birds Eye is owned by Conagra Brands in 1996.

Publicly traded conglomerate ownership
$5M documented fines against parent
14 FDA recall(s) at parent company

$5M fines$15M lobbying

MODERATE

Bolthouse FarmsCampbell'sAcquired 2012

Bolthouse Farms is owned by Campbell's in 2012.

Publicly traded conglomerate ownership
$2M documented fines against parent
20 FDA recall(s) at parent company

$2M fines$10M lobbying

MODERATE

BreyersUnilever

Breyers is owned by Unilever.

Publicly traded conglomerate ownership
$20M documented fines against parent
23 FDA recall(s) at parent company

$17M fines$28M lobbying

MODERATE

BublyPepsiCo

Bubly is owned by PepsiCo.

Publicly traded conglomerate ownership
$9M documented fines against parent
133 FDA recall(s) at parent company

$9M fines$52M lobbying

MODERATE

Campbell'sCampbell's

Campbell's is owned by Campbell's.

Publicly traded conglomerate ownership
$2M documented fines against parent
20 FDA recall(s) at parent company

$2M fines$10M lobbying

MODERATE

Campbell's ChunkyCampbell's

Campbell's Chunky is owned by Campbell's.

Publicly traded conglomerate ownership
$2M documented fines against parent
20 FDA recall(s) at parent company

$2M fines$10M lobbying

MODERATE

Cape CodCampbell's

Cape Cod is owned by Campbell's.

Publicly traded conglomerate ownership
$2M documented fines against parent
20 FDA recall(s) at parent company

$2M fines$10M lobbying

MODERATE

Cascadian FarmGeneral MillsAcquired 1999

Cascadian Farm is owned by General Mills in 1999.

Publicly traded conglomerate ownership
$8M documented fines against parent
32 FDA recall(s) at parent company

$8M fines$23M lobbying

MODERATE

Cascadian Farm OrganicGeneral Mills

Cascadian Farm Organic is owned by General Mills.

Publicly traded conglomerate ownership
$8M documented fines against parent
32 FDA recall(s) at parent company

$8M fines$23M lobbying

MODERATE

CheeriosGeneral Mills

Cheerios is owned by General Mills.

Publicly traded conglomerate ownership
$8M documented fines against parent
32 FDA recall(s) at parent company

$8M fines$23M lobbying

MODERATE

CheetosPepsiCo

Cheetos is owned by PepsiCo.

Publicly traded conglomerate ownership
$9M documented fines against parent
133 FDA recall(s) at parent company

$9M fines$52M lobbying

MODERATE

Cheez-ItKellogg's

Cheez-It is owned by Kellogg's.

Publicly traded conglomerate ownership
$8M documented fines against parent
49 FDA recall(s) at parent company

$8M fines$18M lobbying

MODERATE

Chef BoyardeeConagra BrandsAcquired 2000

Chef Boyardee is owned by Conagra Brands in 2000.

Publicly traded conglomerate ownership
$5M documented fines against parent
14 FDA recall(s) at parent company

$5M fines$15M lobbying

MODERATE

Country CrockUnilever

Country Crock is owned by Unilever.

Publicly traded conglomerate ownership
$20M documented fines against parent
23 FDA recall(s) at parent company

$17M fines$28M lobbying

MODERATE

DannonDanone

Dannon is owned by Danone.

Publicly traded conglomerate ownership
$42M documented fines against parent
71 FDA recall(s) at parent company

$21M fines$9M lobbying

MODERATE

DanoneDanone

Danone is owned by Danone.

Publicly traded conglomerate ownership
$42M documented fines against parent
71 FDA recall(s) at parent company

$21M fines$9M lobbying

MODERATE

DoritosPepsiCo

Doritos is owned by PepsiCo.

Publicly traded conglomerate ownership
$9M documented fines against parent
133 FDA recall(s) at parent company

$9M fines$52M lobbying

MODERATE

DoveUnilever

Dove is owned by Unilever.

Publicly traded conglomerate ownership
$20M documented fines against parent
23 FDA recall(s) at parent company

$17M fines$28M lobbying

MODERATE

Duncan HinesConagra Brands

Duncan Hines is owned by Conagra Brands.

Publicly traded conglomerate ownership
$5M documented fines against parent
14 FDA recall(s) at parent company

$5M fines$15M lobbying

MODERATE

Earth BalanceCampbell's

Earth Balance is owned by Campbell's.

Publicly traded conglomerate ownership
$2M documented fines against parent
20 FDA recall(s) at parent company

$2M fines$10M lobbying

MODERATE

Earthbound FarmDanoneAcquired 2013

Earthbound Farm is owned by Danone in 2013.

Publicly traded conglomerate ownership
$42M documented fines against parent
71 FDA recall(s) at parent company

$21M fines$9M lobbying

MODERATE

EdenConagra Brands

Eden is owned by Conagra Brands.

Publicly traded conglomerate ownership
$5M documented fines against parent
14 FDA recall(s) at parent company

$5M fines$15M lobbying

MODERATE

EggoKellogg's

Eggo is owned by Kellogg's.

Publicly traded conglomerate ownership
$8M documented fines against parent
49 FDA recall(s) at parent company

$8M fines$18M lobbying

MODERATE

EquateWalmart

Equate is owned by Walmart.

Publicly traded conglomerate ownership
$3100M+ documented fines against parent
211 FDA recall(s) at parent company

$3100M fines

MODERATE

Bare SnacksPepsiCoAcquired 2018

PepsiCo's Frito-Lay division acquired Bare Snacks in 2018. The simple-ingredient baked chip brand is now part of the world's largest snack company.

PepsiCo/Frito-Lay acquisition 2018
Parent makes Doritos, Cheetos, Fritos
Simple ingredient positioning under world's largest snack company

$9M fines$52M lobbying

MODERATE

Fiber OneGeneral Mills

Fiber One is owned by General Mills.

Publicly traded conglomerate ownership
$8M documented fines against parent
32 FDA recall(s) at parent company

$8M fines$23M lobbying

MODERATE

FinishReckitt Benckiser

Finish is owned by Reckitt Benckiser.

Publicly traded conglomerate ownership
$1900M+ documented fines against parent
2 FDA recall(s) at parent company

$1900M fines$12M lobbying

MODERATE

Frito LayPepsiCo

Frito Lay is owned by PepsiCo.

Publicly traded conglomerate ownership
$9M documented fines against parent
133 FDA recall(s) at parent company

$9M fines$52M lobbying

MODERATE

FritolayPepsiCo

Fritolay is owned by PepsiCo.

Publicly traded conglomerate ownership
$9M documented fines against parent
133 FDA recall(s) at parent company

$9M fines$52M lobbying

MODERATE

FritosPepsiCo

Fritos is owned by PepsiCo.

Publicly traded conglomerate ownership
$9M documented fines against parent
133 FDA recall(s) at parent company

$9M fines$52M lobbying

MODERATE

gardeinConagra Brands

gardein is owned by Conagra Brands.

Publicly traded conglomerate ownership
$5M documented fines against parent
14 FDA recall(s) at parent company

$5M fines$15M lobbying

MODERATE

GatoradePepsiCoAcquired 2001

Gatorade is owned by PepsiCo in 2001.

Publicly traded conglomerate ownership
$9M documented fines against parent
133 FDA recall(s) at parent company

$9M fines$52M lobbying

MODERATE

General MillsGeneral Mills

General Mills is owned by General Mills.

Publicly traded conglomerate ownership
$8M documented fines against parent
32 FDA recall(s) at parent company

$8M fines$23M lobbying

MODERATE

GoldfishCampbell's

Goldfish is owned by Campbell's.

Publicly traded conglomerate ownership
$2M documented fines against parent
20 FDA recall(s) at parent company

$2M fines$10M lobbying

MODERATE

Great ValueWalmart

Great Value is owned by Walmart.

Publicly traded conglomerate ownership
$3100M+ documented fines against parent
211 FDA recall(s) at parent company

$3100M fines

MODERATE

Healthy ChoiceConagra Brands

Healthy Choice is owned by Conagra Brands.

Publicly traded conglomerate ownership
$5M documented fines against parent
14 FDA recall(s) at parent company

$5M fines$15M lobbying

MODERATE

Methodology

The Contradiction Index scores brands 0-100 based on the gap between their positioning and their parent company's documented behavior. Signals include: brand acquired (+15), natural/organic branding (+20), parent FTC deceptive labeling action (+25), parent lobbied against GMO labeling (+20), nutrition labeling (+15), sugar/soda tax (+10), animal welfare (+20), 10+ FDA recalls (+10), USDA recall (+10), EU regulatory action (+10), total fines >$100M (+15), lobbying spend >$50M (+10).