Ultra-processed foods (UPFs) are at the center of today’s health conversation, and so are the companies that produce them. Today, more than half of Americans’ daily calories come from UPF. As public interest grows and science advances, the conversation must shift from whether it matters to how it can be improved. Food companies have an opportunity to lead through transparency, reorganization, and education. The issue isn’t just what’s in the product. This is what your brand stands for.
What Science Really Says
How Your Nutritional Composition Can Cause Health Risks
There is growing evidence that high intake of UPF, especially those high in saturated fat, added sugars, and sodium, is associated with an increased risk of cardiovascular disease, type 2 diabetes, obesity, and premature death.
This is consistent with: Latest Scientific Advisory from the American Heart AssociationThis highlights that the UPFs of most concern are those with poor nutritional profiles and lack nutritious compounds such as vitamins, minerals or other phytochemicals. Although research continues into other aspects of processing, reducing excess fat, sugar and sodium is the most obvious method.
Key insights: Nutrient-dense reconstitution is essential to improve health outcomes.
Beyond Buzzwords: What is Ultraprocessing?
Why Justice Matters to Innovation and Consumer Trust
The NOVA classification system defines UPF as foods containing additives or ingredients not commonly used in home cooking. This can include very different products within the same category, such as sugary sodas or fortified whole grain bread.
The American Heart Association notes that not all UPF is harmful to your health. Some UPFs, such as plain low-fat yogurt and nut butters, can provide valuable nutrients in a balanced diet.
Key insights: Level of processing alone does not determine health status. Context and composition are important.
Consumer confusion is a barrier
Helping shoppers make informed, confident choices
Consumers increasingly associate UPF with poor health, but they often have difficulty distinguishing between foods they should limit, such as sugary drinks and refined snacks, and foods that can support their well-being.
If all UPFs are considered equally harmful, nutrient-dense products that rely on processing for safety or fortification could be unfairly contaminated.
Key insights: Clear communication helps consumers make informed choices and builds brand trust.
Three ways food brands can lead the way
From reform to education, your role is important
- champion transparency
Use clear labeling and ingredient lists. Explain the process in plain language to build trust. - Improved nutritional quality
Products are reformulated to meet dietary guidelines by lowering added sugar, sodium and unhealthy fats while enhancing beneficial nutrients. - Invest in consumer education
Supports public understanding of food processing and nutrition. Partner with trusted, science-based initiatives to scale your impact.
Key insights: Leadership in transparency and education earns long-term consumer loyalty.
the way forward
Not all UPF is created equal and your brand can help prove it.
Consumers are asking more difficult questions and watching food brands more closely. Brands that embrace nutrition-first reformulation, clear labeling, and science-based education will help shape the future of food.
About the American Heart Association
The American Heart Association is constantly working to help the world live longer, healthier lives. Learn how the American Heart Association convenes nutrition and food science leaders from across disciplines to advance understanding of food system issues, foster innovative solutions, and promote action to improve public health.
