New food certification for products free from ultra-processed ingredients

The program is based on the Nova food classification system, which categorizes products into four categories based on their level of processing. Ultra-processed (UPF) foods include mass-produced baked goods, packaged sweets, and pre-made meals that contain additives or ingredients produced in a laboratory.

The Non-UPF label is designed to help consumers navigate confusing labels. A recent survey found that 70% of American consumers try to avoid ultra-processed foods, but only 37% feel well-informed about the topic.

The Food Integrity Collective, a nonprofit organization behind the initiative, says the certification could increase consumer trust and encourage brands to develop less processed products. The FDA has already begun developing an official definition of ultra-processed foods, while California introduced its own regulations in October this year, banning UPF products in schools.

The Non-UPF certification represents a new level of sustainability and health-conscious trends in the food industry, and a similar certification system is expected to appear in Europe soon.