New research and guidelines have revived the debate surrounding ultra-processed foods (UPFs) – and for parents, health advocates, and F&B brands, the implications are significant.
The CDC’s latest National Health and Nutrition Examination Survey found that Americans aged one and older get an average of 55% of their daily calories from UPFs, with youth consuming nearly 62%.
Sandwiches (including burgers), sweet bakery items, savory snacks, pizza, and sugary drinks topped the list for both kids and adults.
While these products are hyperpalatable and shelf-stable, they tend to be low in fiber but high in salt, sugar, calories, and unhealthy fats – all factors tied to obesity, cardiovascular disease, and shorter lifespans.
That being said, the American Heart Association’s (AHA) new scientific advisory stopped short of vilifying all UPFs, identifying a small set of “better diet quality” options including certain whole grain breads, low-sugar yogurts, and nut-based spreads that can fit into a healthy diet.
However, the experts recommended exercising caution with these exceptions, noting that even “healthy” UPFs may encourage overconsumption compared to whole foods prepared at home.
Unique Risks of UPFs for Children
For some kids, the stakes are even higher. Psychologists like Kerri Boutelle of UC San Diego and Ashley Gearhardt of the University of Michigan say kids respond differently to UPFs based on the strength of their “food reward drive,” a biological sensitivity to food’s pleasure signals.
In today’s environment, where nearly 70% of kids’ calories come from UPFs, those with a strong food reward drive may struggle to self-regulate, leading to chronic overeating.
Strategies for parents include limiting UPFs at home, reserving them for special occasions, and offering minimally processed snacks like fruit, nuts, or popcorn.
Total prohibition can backfire socially, says University of Wisconsin–Madison psychologist Katherine Schaumberg, so balance is key.
As Niveditha Ravishankar, R&D Manager at McCain Foods, told The Food Institute: “The best approach to encouraging kids to have a healthy mindset towards food is to remove the discussion around ‘good food and bad food.’ Food is meant to be nourishing and delightful and these don’t have to be mutually exclusive.”
“Encouraging kids to have a balanced diet with protein, fiber, and carbohydrates along with desserts and fried food can encourage a future generation of mindful eaters that don’t carry an ‘all or nothing’ approach towards food! It is okay to get them to try delicious roasted vegetables – even if that means offering ketchup on the side,” Ravishankar told FI.
Plant-Based vs. Animal-Derived UPFs
Recently, the Physicians Committee for Responsible Medicine called for a shift toward plant-based diets ahead of the MAHA Commission’s next UPF report, highlighting the link between meat and dairy consumption and major chronic diseases.
The committee argued that the greatest health risks come from meat and dairy products that are high in saturated fat and cholesterol – not plant-based processed foods – citing research linking animal products to a 44% higher diabetes risk, while some plant-based UPFs, such as certain cereals, have been shown to reduce chronic disease risk.
For the plant-based sector, this is an opportunity to reframe the UPF narrative. ProVeg International advises leaning on whole-food ingredients, clean labels, and functional benefits – such as high-fiber beans, omega-3-rich chia seeds, and upcycled plant proteins – while keeping indulgence and affordability in the mix.
Brands that emphasize recognizable, minimally processed components can differentiate themselves from the “junk food” image of many UPFs, even while selling convenient packaged items.
Still, consumer education remains a challenge. A 2025 survey co-authored by Dr. Neal Barnard found nearly 40% of respondents believed all processed foods were unhealthy – an oversimplification that risks discouraging consumption of nutrient-rich plant-based options.
The takeaway? The path forward isn’t about demonizing processing across the board – it’s about taking factors like context, quality, and balance into account when analyzing the nutritional efficacy of each food.
Whole and minimally processed foods should remain the foundation, but smart, well-formulated plant-based UPFs can play a supportive role in healthier, more sustainable diets.
The Food Institute Podcast
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