UPFs need to evolve to help consumers realise healthy diets
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A recent poll by Food Industry Consultant Levercliff reveals that nearly 19 million UK adults say they’ve stopped eating ultra-processed foods (UPFs), with a further 9 million considering doing the same.
Given that UPFs currently make up around 57% of the average UK adult’s diet, this shift poses a significant challenge.
While media headlines often portray UPFs as a public health threat, many industry experts believe the reality is more nuanced. Innovation, they argue, could be the key to making these foods healthier, more transparent and more sustainable.
Jim Taschetta, COO of MISTA, believes UPFs have become a “flashpoint”.
According to a study by the International Agency for Research on Cancer and the University of Vienna, some types of UPFs — such as plant-based breads and cereals — may actually lower the risk of chronic disease thanks to their fibre and micronutrient content.
An EIT Food survey shows 65% of Europeans believe UPFs are unhealthy, yet over half still buy them — driven by affordability, convenience, shelf life and access.
“The takeaway? Not all UPFs are created equal,” says Taschetta. “It’s not the level of processing itself, but the nutritional outcome that matters. And that’s where food and beverage brands have a real opportunity.
“At MISTA, the world’s leading food innovation platform and a Givaudan entity, we bring together ingredient suppliers (AAK, Givaudan, Ingredion), CPG companies (Danone and CJ CheilJedang), technology suppliers (Buhler, JPG Resources and SIG) and visionary start-ups to co-create better solutions. We’re helping reframe the UPF conversation — from fear and confusion to function and nutrition.
“MISTA’s 2025 Growth Hack focuses on healthy nutrition via radical collaboration. The initiative is designed to accelerate the development of practical, scalable innovations that meet consumer needs without compromising on taste, safety or accessibility. This includes projects that improve the nutritional profile of processed foods, extend shelf life to reduce waste and make healthy options more affordable for all.
“If we want to feed a growing global population sustainably, UPFs will continue to play a role. But we must evolve how they’re made — and that starts with radical collaboration.”
