Two-thirds of European consumers believe that ultra-processed foods (UPFs) contribute to obesity, diabetes and other lifestyle-related health issues (67%).1 Meanwhile UPFs emerged as the number one food concern for US consumers, ahead of saturated fats and sugar.2 Nonetheless, UPFs are fully embedded in many Western diets, with a majority (58%) of the average British daily energy intake consisting of UPFs.3. 

In the face of the rising consumer awareness of UPFs, the F&B industry faces the complex task of reformulating products to meet consumer demands for transparency and simplicity. How can brands create healthier products that have undergone less processing, contain fewer additives, and boast more natural ingredients?.