That's where they hit you with things like "low fat" and "low sugar" and "added calcium" and vitamin this and vitamin that.

CNN: Our obsession with sugar, salt and fat

When they splash the phrase, "added calcium" on the front, that's often a signal that the thing is loaded in all three of the pillars.

CNN: Our obsession with sugar, salt and fat

Mr Edwards added that the 21st Century version of the toast sandwich is healthier than the one from Mrs Beeton's era because of the vitamins and minerals - such as calcium - that are added to bread today.

BBC: Toast sandwich is UK's 'cheapest meal'

In 1999 he added the Luna bar line, aimed at women, with extra calcium, folic acid and iron.

FORBES: Cliff-Hanger