I read a lot of food labels as my hubby has a lot of allergies and I don't like giving the kids things with additives, but I am afraid that in general, food is either stuffed with artificial flavourings and sweetners, or with sugar and salt. As ethel says, our taste buds are generally conditioned to these things now and we would find food unpalatable without them. You can however make your own brekky using organic oats mixed with raisins and fruit to get the sweetness, does take more getting used to than good old conflakes though. i think that the next big thing in terms of food, is the buy local thing - I think that it is a red tractor symbol on the packet, however, i think that the supermarkets interpretation of what is local is probabaly not the same as yours and mine. I have down on the side of sugar and salt, as at least it is semi natural as opposed to sacharine and msg.