What's in a name?
When it comes to fully hydrogenated fats, which don't produce harmful trans fats, but are perceived by some food marketers to be tarnished by association with their partially hydrogenated counterparts, research shows consumers do not much prefer simpler terms such as 'hardened' oils, said Galloway.
"Consumers prefer the term 'solidified' to 'hardened' but neither of them really outperformed 'hydrogenated,' in surveys we conducted."