Lead in protein shakes. Heavy metals in dark chocolate. Cadmium in organic supplements.

A new report reveals that 47% of protein powders contain potentially unsafe levels of toxic metals. Worse yet? The “healthier” options can be the riskiest.

The Clean Labels Project found:

• 79% of organic powders had high lead levels
• 77% of plant-based products exceeded limits
• 65% of chocolate-flavored options (especially dark chocolate) contained unsafe amounts

The weird irony: these are exactly the products many health-conscious consumers choose when trying to make better decisions.

The tank brain says “organic is safer.” The science says “maybe not always.”

In Chapter 12 of  I Need That, we explore how products “flip” from wants to needs where long-term goals align with deeply held beliefs. Organic and plant-based options have mastered this flip.

But what happens when those beliefs get challenged?

Product makers face a stark reality: Good intentions aren’t enough.

Your “cleaner” alternative might harbor hidden risks.

Your “healthier” option could be worse than what it replaces.

Then what?

Take dark chocolate. Health-conscious folks (like my family) switched from milk chocolate years ago. Now we learn it often contains more lead than its “less healthy” cousin.

It feels like we’ve been swindled, and that breaks trust forever.

Action for today: What hidden risks could lurk in your product? Which ones have you ignored, with fingers crossed, and where have you given too much trust to suppliers? So many companies have learned the hard way how the most dangerous problems are the ones we’re too confident to look for.

Laurier

Product Payoff: After Consumer Reports found high lead levels in dark chocolate in 2022, Hershey’s and other major manufacturers joined the National Confectioners Association’s commitment to reduce lead levels by 2025. If handled proactively, bad news can drive industry-wide improvement.