a growing concern at the intersection of science, health, and perception
The issue of ultra-processed foods (UPFs) is now at the heart of public and scientific debate. Criticized for their potential link to several diseases, these products are increasingly being scrutinized by consumers, health professionals, and regulatory authorities.
In this context, the agri-food and nutraceutical industry faces a dual challenge:
- Reducing the level of processing without compromising the quality, safety, or convenience of products,
- Maintain a strong and distinctive nutritional positioning.
At NutriFizz, we support companies that want to rethink their formulations in light of criticism of UPFs, drawing on science, regulations, and market expectations.
What are “ultra-processed foods”?
According to the widely used (but also controversial) NOVA classification, UPFs are products derived from complex industrial formulations containing few or no raw ingredients. They generally include:
- Highly processed and/or recombinant ingredients (isolates, extracts, modified starches, etc.),
- Additives for technological or sensory purposes (emulsifiers, sweeteners, flavor enhancers, etc.),
- Intensive processing methods that alter the structure of foods (matrix effect)
Typical examples: sweet or savory extruded snacks, prepared meals, reconstituted cold cuts, highly sweetened breakfast cereals, flavored energy drinks.
What science says: warning signs
Several large-scale epidemiological studies (NutriNet-Santé, SUN, EPIC, etc.) have highlighted a link between high consumption of UPFs and:
- An increased risk of overweight and obesity,
- A higher incidence of type 2 diabetes,
- An increased risk of cardiovascular disease,
- An overall increase in mortality.
These links remain to be clarified in terms of mechanisms of action (effects of additives, glycemic load, matrix structure, disruption of the microbiota, etc.), but they highlight a warning sign that is sufficiently robust to influence public policy… and consumer choices.
Consumers’ expectations for less processed products
Mistrust of UPFs is reflected in growing demand for:
- A better understanding of product composition,
- Formulated with simple, natural, or plant-based ingredients,
- Without controversial additives,
- With credible and verifiable nutritional claims.
This dynamic is redefining the criteria for product innovation: clean label formulations, limiting the use of aggressive processes, promoting minimally processed functional ingredients, new textures resulting from gentle processes, etc.
How NutriFizz helps you take action
Assess the level of transformation
- Critical analysis of ingredient lists, processes, additives
- Mapping of simplification or substitution levers
- Competitive comparison and assessment of margins for improvement
- Support for nutritional reformulation with value-added ingredients
- Definition of clean label specifications compatible with your market objectives
- Search for alternatives to additives (fibers, enzymes, ferments, etc.)
Argue scientifically and promote
- Reviews of scientific data on the impacts of UPFs and alternatives
- Building a robust health case
- Support for regulatory promotion: nutritional claims, product sheets, etc.
Focus: concrete levers for moving beyond ultra-transformation
- Plant fermentation, which improves nutritional quality, digestibility, and product preservation while limiting the use of additives.
- The rise in popularity of minimally processed plant-based ingredients (whole legumes, nuts, whole grains).
- Gentle and innovative processes such as germination, cold pressing, or solid fermentation, which preserve nutritional qualities while ensuring safety and shelf life.
Conclusion: moving beyond criticism, building the next generation of products
Criticism of ultra-processed foods is not just a passing fad: it reflects a growing societal awareness of the link between processing, health, and trust.
For companies, this is an opportunity to reinvent their products by combining naturalness, nutritional quality, sustainability, and innovation. With its expertise in health nutrition, regulatory strategy, and sustainable formulation, NutriFizz is the key partner for a successful transition.
Would you like to evaluate or reformulate your products to address issues related to UPFs ?
NutriFizz supports you from the critical analysis of your recipes to the scientific promotion of your reformulations.
📩 Contact us for more information