Finally, a big-name FMCG engages openly on ultra-processed foods

Ultra-processed foods (UPFs) are scaring – and confusing – consumers. On the one hand, damning research links the UPF diet to a host of chronic diseases. On the other, industry is holding its ground: UPFs can make food safer, cheaper, more nutrient-dense and sustainable. It’s no wonder people are confused. Although it’s widely acknowledged among FMCGs that consumer education is the answer – the thinking is fear would subside if their benefits were better understood – so far they’ve been all talk and no action. Food and drink companies are hesitant to lean into the UPF discussion with consumers, likely because it comes with a big risk. Any brand that speaks up could instantly be labelled as “ultra-processed”. And that’s an association few are willing to take on, until now. Swedish multinational Oatly acknowledges the risk, but that hasn’t put the oat milk brand off from working to educate consumers on-pack. In a communication it’s coined “trust the processed”, the brand explains ...