This article compares information on the labels of Brazilian food bars with National Health Surveillance Agency legislation. Twenty-six brands of food bars were identified, comprising 50 commercial lines and 153 flavors. The marketing appeal to consumers on the front of pack labeling appeared in many ways to identify these products with a healthy and sustainable lifestyle. However, mandatory information was hard to see, both on the packaging and online, making it difficult for consumer to access. Most of the information on labels followed current legislation, but nutritional irregularities were identified since most bars were ultra-processed and one had incorrect information on the label. The claim that these foods are healthy reinforces the need to reformulate nutrition labeling in Brazil to facilitate identification of nutritional quality/ value of foods as part of healthy and sustainable diets.