Dive Brief:
- The Non-GMO Project recently introduced a new label called Non-UPF Verified, which signifies foods without ultra-processed ingredients.
- A survey conducted by the organization revealed that 85% of consumers are interested in avoiding ultra-processed foods, citing challenges in making healthier choices.
- The National Institute of Health defines ultra-processed foods as those that alter their ingredients for increased profitability, convenience, and shelf life.
Dive Insight:
Consumer awareness of food manufacturing processes has grown in recent years, with a focus on making healthier food choices. A study by NIH found that over half of the calories consumed in the U.S. come from ultra-processed foods, making them a target for health-conscious consumers.
Companies in the better-for-you market are responding to consumer demand for natural ingredients. The Non-UPF Verified label can help shoppers identify products with more natural origins.
The Non-GMO Project has gained traction among consumers concerned about genetic modification and industrial agriculture. The organization views GMOs as harmful to farmers and the environment and sees a link between GMO adoption and ultra-processed ingredients.
Data from SPINS shows that products with the non-GMO label have seen significant sales growth, particularly in meat, poultry, and seafood categories.
Megan Westgate, founder and CEO of the Non-GMO Project, emphasizes the disconnect between ultra-processed foods and natural ingredients, urging a return to more recognizable and wholesome foods.
Some industry experts question the classification of ultra-processed foods as a passing trend, advocating for a balanced approach to nutrition that includes moderation of sugars, fats, oils, and sodium alongside healthier food options.