Can manufacturers set any serving size they want?

In the US, serving sizes must be based on FDA reference amounts (RACCs) that reflect typical consumption. However, manufacturers have some flexibility within these guidelines. The FDA updated the reference amounts in 2016 to better reflect actual eating habits, but some products still use serving sizes that are smaller than what most people eat.

What is a dual-column nutrition label?

A dual-column label shows nutrition information for both a single serving and the entire package. The FDA requires this format for products that could reasonably be consumed in one sitting but contain more than one serving. It makes it easier to see the full nutritional impact of eating the whole package.

How do I compare nutrition facts between products with different serving sizes?

Calculate nutrition per 100g for both products. Divide the per-serving value by the serving size in grams, then multiply by 100. EU labels already show per-100g figures. This gives you a fair basis for comparison regardless of serving size differences.

Why do beverage labels often show multiple servings?

Beverage manufacturers often define serving sizes as 8 oz or 12 oz even when the container holds more. This makes the calorie and sugar numbers look lower per serving. Always check the total servings per container and multiply the nutrition numbers by that amount to see what you're actually consuming.

Food Labels

Serving Size Tricks on Food Labels

The nutrition facts panel is calculated per serving — and manufacturers set their own serving sizes. A small serving size makes the calorie, sugar, and sodium numbers look lower. Understanding how serving sizes work helps you compare products accurately and avoid being misled by numbers that look reasonable but don't reflect how much you actually eat.

How Serving Sizes Are Set

In the US, the FDA requires serving sizes to be based on the amount people typically eat in one sitting (Reference Amounts Customarily Consumed, or RACCs). The FDA updated these reference amounts in 2016 to better reflect actual eating habits — for example, the reference amount for ice cream increased from half a cup to two-thirds of a cup. However, manufacturers still have flexibility in how they define servings within these guidelines, and the reference amounts themselves may not match how much you personally eat.

The Small Serving Trick

A common tactic is to define a serving as an unrealistically small amount. A bag of chips might define a serving as 28g (about 10 chips) when most people eat 50–70g in one sitting. A bottle of juice might be labeled as 2.5 servings even though most people drink the whole bottle. Always check the 'servings per container' line and multiply the nutrition numbers by how much you actually consume.

Dual-Column Labels

Since 2020, the FDA requires certain products to display nutrition information in two columns: one for a single serving and one for the entire package. This applies to products that could reasonably be consumed in one sitting but contain more than one serving — like a 20 oz soda or a small bag of chips. The dual-column format makes it easier to see the full nutritional impact of eating the whole package.

How to Compare Products Fairly

When comparing two products, always check that you're comparing the same serving size. A cereal that lists 150 calories per 30g serving is not directly comparable to one that lists 200 calories per 45g serving. To compare fairly, calculate calories per 100g (divide the per-serving calories by the serving size in grams, then multiply by 100). Most EU labels already show nutrition per 100g alongside per-serving figures.

Beverages: The Worst Offenders

Beverages are where serving size tricks are most common. A 20 oz bottle of soda might be labeled as 2.5 servings of 8 oz each, with 100 calories per serving — but the bottle contains 250 calories. Energy drinks often define a serving as half a can. Juice bottles frequently contain 2 servings. For beverages, always check the total calories for the entire container.

Practical Tips

Always check 'servings per container' before reading the nutrition numbers. For packaged snacks, weigh a typical portion you'd eat and compare it to the serving size. For beverages, assume you'll drink the whole container and multiply accordingly. When comparing products, use per-100g figures for a fair comparison. BioBrief can scan any product and show you the nutrition facts adjusted for a realistic portion size.

Frequently Asked Questions

Can manufacturers set any serving size they want?: In the US, serving sizes must be based on FDA reference amounts (RACCs) that reflect typical consumption. However, manufacturers have some flexibility within these guidelines. The FDA updated the reference amounts in 2016 to better reflect actual eating habits, but some products still use serving sizes that are smaller than what most people eat.
What is a dual-column nutrition label?: A dual-column label shows nutrition information for both a single serving and the entire package. The FDA requires this format for products that could reasonably be consumed in one sitting but contain more than one serving. It makes it easier to see the full nutritional impact of eating the whole package.
How do I compare nutrition facts between products with different serving sizes?: Calculate nutrition per 100g for both products. Divide the per-serving value by the serving size in grams, then multiply by 100. EU labels already show per-100g figures. This gives you a fair basis for comparison regardless of serving size differences.
Why do beverage labels often show multiple servings?: Beverage manufacturers often define serving sizes as 8 oz or 12 oz even when the container holds more. This makes the calorie and sugar numbers look lower per serving. Always check the total servings per container and multiply the nutrition numbers by that amount to see what you're actually consuming.