What does "goodness" mean?

Okay, I am not talking about good vs evil goodness, but dietary goodness. I have just looked at a box of muesli bars and written in nice big colourful letters is "with the goodness of grains." It reminds me of reading a box of rice bubbles bars (LCMs I think), and it claimed to have the "goodness" of 1 cup of milk.

What in the world is "goodness"?!?!?! It's certainly not anything to do with water content - otherwise LCMs would be all mushy! As for the goodness of grains, does this mean I can feed it to livestock?

If there's one disturbing trend about the marketing of food, it's the use of the word "goodness" to give the impression that the product is healthy by relating it to a healthy product.

Can the goodness of grains be the carbohydrate energy content? or the fibre? can the goodness of milk be fat? or calcium? or sugar? or lactose? (that's NOT good).

Does Nicorette gum contain the "goodness" of 2 cigarettes?

Okay, I'm off to have my fruit, after all, if I wanted the goodness of a piece of fruit , I'll eat a piece of fruit.