This April marked the three-year anniversary of the publication of Chris van Tulleken’s influential book, Ultra-Processed People. Catapulting the term ‘ultra-processed food’ (UPF) into the mainstream, the book inspired scores of consumers to start scrutinising ingredient lists and kicked off a heated debate about the meaning of the term UPF itself.
Three years on, ultra-processing remains a contested concept. Importantly, processing itself is not inherently negative. Many food brands rely on processing to deliver quality, consistency, convenience, safety, shelf life and enjoyment. But in a climate where consumers are paying closer attention to ingredient lists, brands need to be clearer than ever about what they stand for, the role their products play and why they deserve a place in people’s lives
Because there’s no question that UPFs have become firmly lodged in the public consciousness. Cutting back on what they perceive or understand to be ultra-processed foods is now the most common change people make when trying to be healthier, ahead of reducing sugar or eating more fruit and veg, a recent survey by the Food Standards Agency found. Another study, by YouGov and AHDB, suggests 26% of Brits plan to consume fewer UPFs this year.
For brands, the ‘clean deck’ era has brought new opportunities but also significant challenges. There remains a lot of confusion about the term and the role processed foods play in a healthy, balanced diet. Product quality and safety have also proved challenging. Stripping out ingredients is one thing; doing so while still ticking all the right boxes on taste, texture and shelf life is quite another.
More recently, differentiation has emerged as a new headache. Three years of debate around UPFs have contributed to a rise in products promising clean decks and simple, store cupboard ingredients.
The problem is, when you strip back products, ingredient lists can start to look very similar, as does on-pack messaging. With so many brands innovating in the same direction, how do you stand out? And how do you effectively communicate your points of difference?
In our experience, doing well in the ‘clean deck’ era starts with clear values and purpose. Consumers are wary of bandwagon-jumping and brands that promise transparency but fail to deliver it. Those with a history of championing great tasting, simple, healthier products, who can show they were committed to clean decks long before they were trendy, will be at a distinct advantage.
For brands that have embraced simpler ingredient lists more recently, it’s important to communicate not just the ‘what’ of reformulation but also the ‘why’.
The same is true for brands that rely on a degree of processing. Minimal ingredient lists aren’t achievable or indeed desirable in all circumstances. Instead of being defensive about this, brands should be ready to explain why they have chosen to include certain ingredients and how they contribute to taste, health and value.
Clear opinions and viewpoints can help bring this to life. Punchy, well-informed thought leadership articles on the ultra-processed debate are great for boosting standout for smaller and medium-sized brands, especially as larger corporates are likely to be cautious in this area.
Making the most of minimal processing wins
Where brands have chosen to go down a minimally processed route, being first to market conveys a significant advantage and boosts standout in a crowded market. Marks & Spencer was quick out of the gates with its Only…Ingredients range, scoring tonnes of media coverage and setting the pace for the rest of the market. Finnebrogue’s pioneering work on removing nitrites from bacon has resulted in similar levels of recognition.
Media coverage often revolves around industry firsts, so if you are removing certain ingredients for the first time – or for the first time in your category – this is always worth highlighting in press releases and interviews.
Brands also have much to gain from leaning into the technical detail of their product innovation and reformulation efforts. Creating clean-deck products is demanding work which often takes years to come to fruition. It’s tempting to gloss over this and focus on the final product, but brands can often increase cut-through and share of voice by telling the story of how a product was created, especially when talking to the trade press.
Useful questions to consider include: how long did your R&D team work on this product? What technical challenges did you encounter and how were they overcome? Did you end up using any unusual ingredients or production equipment?
Finally, don’t neglect product samples and consumer testing data. Some minimally processed products can have impressively clean decks but still fall short on taste, texture or enjoyment. If yours manages to be both simple and tasty, you need to shout about it – and provide evidence to back it up.
Since April 2023, when Ultra-Processed People was published, minimally processed NPD and claims about simple ingredient lists have become commonplace in UK food. With anti-UPF sentiment showing no sign of going away, the market is likely to become even more crowded over the next three years.
However, some things won’t change. Whether ‘clean label’ or not, the winning brands will continue to be those that deliver great-tasting products that speak to consumers’ needs, backed by clear values and purpose, investment in consumer education as well as credible communication and storytelling.
