Most people want to eat better. And many of us have embraced the trend toward "natural" foods and conscious eating. We equate "natural" with healthy, nutritious and virtuous, but that can often be way off the mark. New research shows many healthy alternatives are anything but. And our embrace of the term natural is more about expressing identity and morality rather than healthy eating. Empowering people to understand what and how they should eat is what it should be about – and one way to do that is by using a food labelling app.