We all know that Ultra Processed Foods (UPF’s) aren’t great for our health, particularly when consumed regularly and in excess. However, it is important to move away from this narrative that UPF’s are simply ‘bad foods’ we should eliminate. But instead, understand why these foods are so very appealing, why we might find them difficult to moderate and how our modern food environment influences the food choices we make.
Rather than demonising foods or focusing on what we should avoid, it's about understanding why these products appeal to us and making more informed choices to support our long-term health. This also means recognising that some processed foods are better choices than others. I regularly educate my clients on simple, realistic swaps that can make a positive difference. It's a gentler, more compassionate approach to nutrition, without the need for restriction or perfection.
Designed to appeal - the ‘blissful’ eating experience
Food manufacturers make darn sure UPF’s are highly palatable by investing considerable time and resources into developing products that taste, look and feel irresistible. The combination of sweetness, saltiness, fat, flavourings and texture is carefully considered to create foods that deliver a highly pleasurable eating experience.
Think about the texture of a crisps, the way chocolate and caramel melts in your mouth or how easily some snack foods can be eaten without much chewing. These characteristics aren't accidental. They are part of what makes these food products so enjoyable and easy to keep eating.
Many UPFs combine ingredients in ways that stimulate our brain's reward pathways. This is a completely normal biological response, but when foods are specifically formulated to deliver repeated bursts of pleasure, it can make them feel addictive.
The nutritional picture of UPFs
Many highly processed foods are relatively low in fibre and protein, and may be less filling than meals containing a combination of whole foods. Their texture and ease of eating can also mean we consume them quickly, sometimes before our natural fullness signals have had time to register.
Research suggests that diets high in certain ultra-processed foods can encourage people to eat more calories overall. This may be influenced by a combination of palatability, eating speed, energy density and how these foods cause imbalances with our appetite and fullness hormones.
It's worth remembering that not all UPFs have the same nutritional profile, and our individual responses to food will vary. However, when these products make up a large proportion of our diet, they can gradually displace foods that provide the fibre, protein, vitamins, minerals and plant compounds our bodies need.
What would our ancestors have thought?
Our ancestors did not know where their next meal was coming from. Fast forward to today, and our environment looks very different - constant temptation and instant gratification, our brain's reward centres find it hard to resist. The dopamine reward of eating a ‘treat’ in that moment overrides the delayed satisfaction that might come from weight loss due to eating a healthier diet in the long term.
Immediate gratification is always the choice our brain will try to make - understanding this distinction makes it easier to recognise this thought pattern and behaviour.
We are surrounded by readily available, highly appealing foods. Think about the colourful packaging in supermarket aisles, the chocolate and sweets beside the petrol station checkout, the tempting meal deals, two-for-one offers and constant food advertising.
We rarely have to go far to find something convenient and pleasurable to eat.
This isn't necessarily a lack of willpower or discipline. It's a combination of our biology, learned behaviours and the food environment we live in.
And I think recognising this is important. When we understand why certain foods are so appealing, we can start to make more conscious choices rather than feeling that we are constantly fighting against our cravings.
Imagine if our food environment looked different...
Imagine walking into a supermarket where highly processed snack foods were packaged in dull, uninspiring colours, while fresh fruit, vegetables and whole foods were displayed in bright, attractive packaging, accompanied by messages about their nutritional benefits.
Imagine if the most convenient options were also the most nourishing ones.
Would our choices look different?
Our food environment has a significant influence on what we buy and eat. Manufacturers understand how to attract our attention, encourage impulse purchases and build brand loyalty. Marketing, product placement, packaging and pricing all play a role in shaping our decisions.
Being aware of these influences gives us an opportunity to become more intentional about our choices. We might start thinking differently about what we keep in the kitchen cupboards, what we put in our shopping trolley and which convenient options we reach for when we're short on time.
It's not about blaming the food industry for every food choice we make, or suggesting we should never enjoy these products. It's about recognising that our environment isn't always designed with our long-term health as its priority.
So, should we avoid all UPFs?
Absolutely not. And this is where I think a balanced approach is particularly important.
We live in the real world. We're busy, we have families, jobs, social commitments and days when cooking from scratch simply isn't realistic. Convenience has its place, and not every food we eat needs to be homemade or minimally processed.
It's also important to recognise that not all ultra-processed foods are nutritionally equal. Some provide useful nutrients and can play a practical role in a balanced diet. For example, certain fortified breakfast cereals, wholemeal breads, plant-based alternatives and convenient protein-rich options can all offer nutritional benefits, depending on their ingredients and overall composition.
The NOVA classification system groups foods according to the extent and purpose of their processing, rather than simply their nutritional value. This means a food being classified as ultra-processed doesn't automatically tell us whether it is nutritious or how it fits into someone's overall diet.
What matters more is the bigger picture: how frequently we're eating these foods, what they're replacing and whether our overall diet is providing the nutrients we need.
For many of my clients, I focus on helping them identify convenient, practical options that still support their nutritional goals. This might mean choosing higher-fibre alternatives, looking for products with a good source of protein, incorporating more minimally processed foods or simply becoming a little more mindful of how often certain snack foods feature in their day.
The takeaway
Ultimately, this isn't about fearing food, labelling foods as good or bad or feeling guilty when we enjoy a packet of crisps or a chocolate bar.
It's about understanding the food environment we live in, recognising why certain products can be so difficult to moderate and having the knowledge to make more informed choices.
Aim to build the foundations of your diet around a variety of whole and minimally processed foods, including plenty of fruit and vegetables, fibre-rich foods, quality protein sources and healthy fats. Make room for convenience, flexibility and enjoyment, too.
Health isn't determined by one food, one meal or one packet of biscuits. It's the overall pattern of our choices, repeated over time, that matters most.