New Labelling System for UPFs

The label can be added to the packaging of products deemed to be free from chemical additives and dyes such as brominated vegetable oil, synthetic nitrites and butylated hydroxytoluene, and that have not been produced using methods like extrusion, moulding or pre-frying. Products are required to pass testing by a team of researchers, registered dietitians, policy specialists, food scientists and healthcare practitioners. These experts rely on the Nova classification system, a framework that quantifies UPFs as mass-produced products that contain additives and other ingredients not found in home culinary preparation.

“By creating a reliable certification mark, consumers can shop with confidence and support brands committed to reducing UPF in the marketplace,” says Melissa Halas, founder of the Non-UPF Program.

Consumer backlash has continued to grow as mounting evidence points to the detrimental impacts of UPFs on health and wellbeing. This is particularly pertinent in the US, where the government’s MAHA (Make America Healthy Again) movement is breeding mistrust in processed foods. Additionally, in October 2025 California became the first US state to ban UPFs in school canteens.

It’s important to note here, however, that some food experts have criticised the messaging surrounding UPFs, arguing the definition is too broad and that misinformation is causing further confusion among consumers.

For further reading regarding the UPF backlash, read Meet The Food Intellectuals, while Food Packaging Trends 25/26 decodes new labelling protocols and systems of note for food packaging in 2026.