Ultra-processed, unapologetic: Turning UPFs into functional power plays

Ultra-processed foods are under the microscope, blamed for everything from metabolic mayhem to moral decay. But here’s the truth: UPFs aren’t going anywhere. So the question isn’t whether to run from the term; it’s how to own it. In this session, we’ll explore the real opportunity in reformulating the foods people already love — removing the likes of artificial sweeteners, synthetic emulsifiers and trans fats — and bringing in more label-friendly ingredients such as stevia, chicory root, magnesium or probiotics. We'll also break down why consumers are confused about what "UPF" even means and how some brands are using that gray area to get ahead with bold messaging and certifications. Consumers might not fully understand what a UPF is — but if a product tastes good and offers any functional appeal, it doesn’t have to pretend to be perfect.