Improving consumer perceptions of ultra-processed foods [Interview]

The term ultra-processed food (UPF) first gained prominence through the NOVA food classification system, developed by Brazilian nutrition and health researcher Professor Carlos Monteiro and colleagues. This system categorises foods based on their level of processing, with a focus on promoting healthier eating habits.

“The NOVA classification categorises foods according to the extent and type of processing they have been produced by,” explains Schofield. “Under the NOVA system, foods are classified into one of four groups, with the fourth group named ultra-processed foods.”

Ultra-processed foods are defined by NOVA as “formulations of ingredients, mostly of exclusive industrial use, typically created by a series of industrial techniques and processes for which there are no domestic equivalents”.

Scientific research and public concern

Though not conclusive, mounting scientific research has found a link between the high consumption of UPFs and negative health consequences, specifically diet-related health issues like obesity, heart disease, and type 2 diabetes. The rising prevalence of such health issues concerns governments, which are keen to put measures in place to curb their rise.

“The NOVA system has recently gained more attention thanks to increased media coverage of UPFs, and because of campaigners such as Ultra Processed People author Dr Chris van Tulleken,” says Schofield. “Mintel research shows that in 2024, 68% of French and 54% of German consumers agreed that on-pack rating systems that inform them of how heavily processed a food product is would appeal to them.”

Additionally, some governments have incorporated aspects of food processing into relevant nutrition policies, including Brazil, Canada, Ecuador, Peru, Uruguay and Belgium, where UPFs are explicitly mentioned in national dietary guidelines.

Part of the push towards natural

Schofield points out that, though the term ultra-processing may be new to many consumers, concern about the attributes associated with UPFs is not new.

“UPFs are defined as those comprised mainly of industrial ingredients or additives,” she notes. “This could include trans fats, high-fructose-corn-syrup, artificial food colours, and artificial preservatives like nitrates. Such ingredients and additives have long been a concern to consumers and have long been addressed by clean label initiatives in the food industry.”

Similarly, the food industry has long implemented work streams to launch more natural, traditional, and “authentically processed” foods. This is why chilled rather than canned or ultra-heat-treated variants of products like milk or soup are available. Similarly, higher-priced foods often refer to traditional processing techniques like cold-pressing or slow fermentation.

Focus on healthier nutrition profiles and positive processing techniques

This leads to a key point that Schofield plans to expand upon in her Fi Europe presentation – that because concern over UPFs is linked to their impact on health, producers can address this by focusing on healthier nutritional profiles.

“Though not all foods classified as ultra-processed have unhealthy nutrition profiles – like many wholemeal bread, vegetable-based sauce, and wholegrain breakfast cereal products –, a great many of them do,” she says. “This has long caused concern under the name of ‘junk food’, or foods with ‘empty calories’.”

To address concerns about UPFs, producers should therefore continue with existing new product development (NPD) workstreams that support the delivery of cleaner and more natural foods with healthier nutrition profiles. Adding nutrients like fibre, protein, or micronutrients back into heavily or UPFs is a good starting point, says Schofield, along with removing saturated fat, salt and sugar.

“Focusing on aspects of the food matrix like structure and texture will also help to appease concerns about the potential that UPFs encourage overeating, due to - currently unproven claims, including factors like their hyper palatability and higher energy density,” she says. “For example, whole and unprocessed ingredients like seeds, nuts and grains, satiating ingredients like added fibres, and ingredients that deliver more prominent textures, could address concerns about the disrupted food matrix of UPFs.”

In her presentation, Schofield will also underline the potential of drawing consumer attention to “positive processing” techniques, such as fermentation, which can deliver healthier and more nutritious foods and reduce the need for additives.

“Nutrition-based classification systems remain key when developing healthy food and drink,” she says. “Therefore, focusing on NPD with healthy nutrition profiles should remain the top priority.”