This is such bullshit. A low-fat guacamole marketed with the word “guilt” is both anachronistic (are we living in the 90’s when eating celery was in?) and insulting (the implication is that to enjoy something tasty is to somehow insult the heavens and society).
I’m surprised that it came from Trader Joe’s which usually is ahead of trends. Not in this case.
I think the word “guilt” is addressed to female shoppers, playing upon well-established tropes in which dietary health is reduced to shaming by using vaguely religious wording to spur a purchase decision.
It is wrong and inaccurate. Low-fat diets are actually unhealthy (assuming that the fats come from real food and not sugar). And if something does taste good, there should be no shame for anyone (male or female) to enjoy it.
So whoever approved this message is out-of-date and doing a disservice to consumers.
To erase this blasphemy, I enjoyed a 5-egg omelette with cheese and salsa. I feel glorious, like a god.