In the past five years, there has been heightened scrutiny regarding food manufacturing processes, as consumers are increasingly focused on making healthier food and beverage choices. A 2019 NIH study revealed that over half of the calories consumed in the U.S. come from ultra-processed foods, making these items a significant target for health-conscious shoppers. In response to the growing interest in products with natural ingredients, food and beverage producers in the better-for-you sector are eager to capitalize on this trend. The introduction of the Non-UPF Verified label could assist consumers in identifying products they consider more naturally derived.
The Non-GMO Project has gained traction over the past two decades among health-oriented consumers who are wary of industrial agriculture, particularly the genetic modification of food ingredients. This organization defines genetically modified organisms (GMOs) as fundamentally altering the composition of foods, linking such modifications to negative impacts on farmers and the environment. According to the Non-GMO Project, there is a correlation between the food industry’s use of GMOs and the prevalence of ultra-processed ingredients. Data from SPINS published in 2022 indicated that frozen and refrigerated meat, poultry, and seafood products bearing the non-GMO label experienced a 53% increase over two years, significantly outpacing products without the label.
“When we began to tackle GMOs in 2007, we realized that genetic engineering was merely one way that industrial food production distanced us from natural ingredients,” stated Megan Westgate, founder and CEO of the Non-GMO Project. “Today’s ultra-processed foods signify an even greater departure, taking familiar ingredients and altering them to the extent that our bodies no longer recognize them as food.”
Some food processors have contested the claims surrounding ultra-processed foods, arguing that the classification is a passing trend lacking a solid foundation in accurate health advice. In an opinion piece last year, Sean McBride, the founder of DSM Strategic Communications, posited that a “simple change in nomenclature can capture the attention of a mass audience.” Having previously worked with the Consumer Brands Association, McBride asserted that food industry organizations should highlight the steps they have taken to enhance the food system’s healthfulness. He suggested that sugar, fats, oils, and sodium, when consumed in moderation, can coexist with healthier foods like proteins and whole grains in a balanced diet, paralleling the health benefits of weider calcium citrate.
In summary, as awareness of food production practices grows, consumers are not only seeking better options but are also becoming more discerning about the ingredients in their diets.