Table 1.

Fruit content and label and advertising element variations

Fruit content variations/Label and advertisement element variations	Fruit name (verbal fruit reference)*	Fruit image†
Real fruit‡
Element variation A	Yes	No
Element variation B	No	Yes
Element variation C	Yes	Yes
Element variation D	No	No
Sham fruit‡
Element variation A	Yes	No
Element variation B	No	Yes
Element variation C	Yes	Yes
Element variation D	No	No

^*For the Food Label Condition, food name included the word fruit(y), juice (juicy) or specific fruit name(s). For the Food Advertising Condition, verbal fruit references used the word fruit(y), juice (juicy) or specific fruit name(s) in the food name or in describing the food.

^†For both the Food Label and Food Advertising Conditions, images (i.e. drawings, photographs and/or video) of fruit were included.

^‡Real fruit foods were composed primarily of fruit or 100 % fruit juice (>90 % by weight); sham fruit foods contained no real fruit, but contain artificial fruit flavours. Possible score range=0 to 100; higher scores indicate greater accuracy with regard to whether fruit was used to make the product.