A nutritionist has recently addressed common misconceptions about ultra-processed foods (UPFs), emphasizing that these foods may not be as harmful as often portrayed. This timely message comes just before the government’s upcoming advertising ban on October 1, aimed at tackling obesity.
Consumer experts Which? took to TikTok to highlight that certain ultra-processed foods can be included as part of a healthy diet—especially for those with limited time to cook from scratch. Which? principal researcher and nutritionist Shefalee Loth explained that while UPFs generally get a bad reputation, not all of them deserve it. For instance, baked beans, despite being categorized as UPFs, are actually high in fibre and low in sugar and fat. Just half a tin can contribute towards one of your recommended five-a-day portions.
Loth also listed other commonly consumed UPFs deemed safe and nutritious, including pasta sauces, fish fingers, supermarket bread, crisps, and yogurt. She noted that plain Greek and natural yogurts are good choices, though some may fall into the UPF category if they contain additives like thickeners.
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Regarding meals like pasta, Which? advises that store-bought tomato pasta sauces often contain acidity regulators and thickeners, placing them in the UPF category. However, pairing these sauces with added vegetables, lean proteins like mince, lentils, or tinned tuna can enhance the meal’s nutritional profile, boosting its fibre, protein, and vitamin content.
Ultra-processed foods are broadly defined by the presence of ingredients rarely found in home cooking—such as preservatives and emulsifiers—and by industrial processes like extrusion and pre-frying. Typically, these foods are low in nutrients beneficial for health and often high in sugar, fat, and salt. They are engineered to be highly palatable, which can lead to overeating.
However, the UPF label encompasses a wide variety of foods, and minor ingredient additions can classify otherwise healthy foods like hummus or plain Greek yogurt as ultra-processed. Which? cautions that while “superfoods” are often overrated, consuming certain UPFs in moderation is unlikely to negatively impact health and can sometimes help address nutritional deficiencies.
The key advice remains to limit intake of UPFs high in fat, sugar, and salt (HFSS). In response to public health concerns, the UK government announced a crackdown on junk food advertising targeting children. From October 2025, TV adverts for high fat, sugar, or salt products will be restricted to after the 9 pm watershed. Additionally, paid online advertising for junk food will be banned, aiming to reduce childhood exposure to these products.
These restrictions are expected to remove approximately 7.2 billion calories annually from children’s diets in the UK and prevent an estimated 20,000 childhood obesity cases. The rules will apply across Scotland, England, Wales, and Northern Ireland, with promotion restrictions specifically impacting England.