The consumer trend toward "natural" and "healthy" foods has been going on for a while, and is getting a boost as many aspects, such as "organic," overlap with environmental concerns.
But as with most phenomena that involve marketing, it's not always assured that these terms are being used 100% accurately - in fact, you can pretty much be assured they're not. "Organic" is a term that's now at least regulated by the USDA, but as it turns out even that allows for unexpected wiggle room.
Two pages I happened across today attempt to help you navigate your way through these claims. One is an article on the Wall Street Journal's "Health Journal," The Fine Print: What's Really in a Lot of 'Healthy' Foods.
Though nowhere near exhaustive (it doesn't even address the longtime debate about whether excessive levels if mercury and PCBs in fish make this "health" food worth eating or not), it surveys a lot of the most common foods and additives that people are looking for as healthy or unhealthy and tries to sort them out, including "wheat bread," salt substitutes, fiber, artificial sweeteners, trans fat, yogurt, "super water" and Omega 3s. It leads off with an explanation of "plumped" chicken with added saltwater, something most chicken buyers are unaware they're buying because this is still able to be labeled All Natural.