A bread company claiming that no long words in the ingredients means that their product is the most natural.
"At Nature’s Fresh, we believe simple is best. That’s why when it comes to making our bread, we stick to simple goodness – no e numbers, no long words, so no nasties – just the finest natural ingredients for fresh, great tasting bread."
While I agree that manufactured additives, preservatives, colourants, etc are not ideal, it is misleading to include all chemical compounds in that category. This claim perpetuates the myth that anything sounding scientific or complex must be "nasty".
I hope they can give me some more scientific data to explain this claim, and why it was decided that it was the best way to represent this "natural" product.

Update 2014-12-15