Let’s talk about what's on your plate. With the U.S. food retail industry topping $5 trillion in annual sales, it's no wonder why brands are battling for a spot in your pantry or fridge. Food is big business. And as we head into the holiday season, that battle gets fiercer. Unfortunately, for consumers, that means the grocery aisle can be filled with hundreds of thousands of dubious claims with the intention of spurring a purchase.