Ultra-processed foods (UPFs) are the hottest topic on the menu right now. Fuelled by an endless stream of press coverage, teamed with health-focused social media influencers such as Tonic Health, the conversation is already changing the way people think about what’s on their plate and in their trolley.
It’s more than just food for thought. Recent research shows that 19m shoppers have already abandoned UPFs, with a further 9m shoppers planning to do so. Meanwhile, Google data shows that search volumes of the “ultra-processed foods” have increased by 16% year on year, and a staggering 112% in the last month alone.
With consumers paying more attention to the ingredients list on the back of their food, it’s a conversation that brands can’t ignore.
Our report exploring UPFs and the clean eating trend provides key industry insights and crucially, how food brands need to respond to stay ahead.
Blending Hatch’s specialist food and beverage expertise with perspectives from Dan Avery, Application Manager at THIS, Sophie Wright, Head of Food at Cherrypick, Rhys Williams, International Sales and Marketing Manager at Hippeas, and Will Ainslie, Community and Content Manager at Boundless, the report explores:
- What’s driving change?
- Do consumers really understand the term “UPFs”?
- Ingredients vs processing – which matters most?
- What’s the impact on the F&B industry?
- How should brands respond?
Download the report today and find out how your brand can navigate the UPF storm.
Download the report
