Ultra clear communication is needed to tackle the ultra processed food debate

With obesity in the UK now reaching epidemic levels and reports of obese children as young as two, it’s no surprise that Ultra Processed Foods (UPFs) have developed a bad rep with countless experts citing the correlation between the rise in UPFs on our shelves and our expanding waists. Dr. Chris Van Tulleken’s book, ‘Ultra Processed People’, released in 2023, gave a stark portrayal of the state of our diets and how little of it can technically be considered food. But is it really that simple?

When it comes to dietary advice, eating your 5 a day or following an ‘everything in moderation’ approach are pretty straight forward concepts to grasp. But the conversation around UPFs is complex and ever evolving. With scientists and nutritionists still yet to fully agree on the true impact of UPFs, there is little clarity for consumers on how we can adapt our diets for the better, while still benefitting from the convenience and value offerings that cater for our time and cash poor lives.

As the nutrition debate surrounding UPFs rumbles on and gains increasing traction in the mainstream media, there’s a risk that without clear education on the topic, UPFs will be widely misunderstood by consumers. And this could have a major impact on the health of our people, our planet, and the brands or products they currently choose to purchase.

Demonising UPFs – which by most definitions includes added vitamins and minerals that support our health, additives that increase shelf life and reduce food waste, or even new ingredients used to create more sustainable plant-based alternatives – may be a dangerous road to follow. Consumers today recognise that natural ingredients are better for us and are actively seeking out products with cleaner labels. But we need to be clear that, just because an ultra-processed ingredient may be used, this doesn’t automatically mean that the end product is bad for us.

As discussions continue to provide anything but clarity for consumers, there’s an opportunity for brands to be bolder with their communications and be open about the reasons for and benefits of any UPFs in their products. By taking the initiative to own the conversation and offer transparent, easy-to-understand education on UPF ingredients used, they can address any misconceptions head on and ensure consumers are well-informed and well-equipped to make purchasing decisions that support their health goals.