One minute, we’re warned about the risks of ultra-processed foods (UPFs). The next, we’re seeing brightly packaged birthday cake or strawberry sandwiches hitting the shelves. It’s no wonder people feel a little confused.
Over the past few years, awareness of UPFs has grown hugely. Thanks to campaigners, scientists, and communicators such as Chris van Tulleken, many of us now understand more about what UPFs are, how they’re made, and what they might mean for our health.
For a while, it felt as though we’d reached a real breakthrough. People were looking past the glossy branding and lengthy ingredient lists, and starting to think differently about what they were buying.
But more recently, there has been a wave of novelty products, often created with social media buzz in mind. Think ‘birthday cake sandwiches’ or rainbow-coloured, dessert-inspired drinks. They’re fun, playful, and often designed to go viral. The challenge is that these kinds of launches can overshadow the bigger conversation: what foods should really make up the bulk of our daily diets?
Mixed messaging on UPFs
To be clear, this isn’t about saying people should never enjoy a quirky product. Most of us know balance matters, and an occasional treat is part of life. The concern is more about mixed messaging. While health professionals warn of the risks of UPFs, from obesity and diabetes to poor mental health, these viral products are being hyped as the latest must-try trend. That contradiction makes it harder for people to cut through the noise and make informed choices.
The good news is that awareness is there. Research shows people want to know more about what’s in their food, where it comes from, and how it’s made. Parents are questioning the snacks they buy for their children. Young adults, raised in the age of wellness culture, are increasingly sceptical of clever marketing tricks. Media outlets are regularly covering the UPF debate. The appetite for clarity and better options is stronger than ever.
So where do we go from here? The next step isn’t just about highlighting risks, it’s about making healthier, less processed options feel as exciting as the latest viral snack. That’s something the food and drink industry is well placed to do. With the right creativity, marketing, and consistency, whole ingredients and simple recipes can be positioned in ways that are bold, joyful, and appealing.
Imagine if vegetables were celebrated with the same energy as a new chocolate bar. It’s not unrealistic, it just takes intention. Consumers aren’t asking for perfection; they’re asking for honesty, and for options that make eating well feel natural, not like a compromise. If the industry shifts its focus, there’s every reason why real food, made with care, can shine as brightly as any novelty launch.
The debate around UPFs isn’t going anywhere. The evidence is growing, the public is paying attention, and the momentum is real. The question now is whether we keep moving forward, making healthier food more visible and desirable, or let ourselves get sidetracked by the next viral gimmick.
Jack Scott, co-founder of Dash Water
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