Your customers will always, ALWAYS appreciate you being upfront. They will never, NEVER like finding out from someone other than you. So if you have bad news, don’t hide it. And if there’s something about your product that isn’t optimal (like lots of calories or poor gas mileage), definitely don’t hide it. Either fix it or accept it, but don’t hide it.
I mean, if you’re choosing to hide something about the product that you think is great, isn’t there something very wrong and confusing about that?