Top 5 Brands Moving Away from Ultra-Processed Foods (And Why It Matters)

Seventy-three percent of food in U.S. grocery stores is ultra-processed, making the U.S. one of the highest consumers of these products, alongside the UK. More than half of daily calories in the U.S. come from ultra-processed foods.

As a result, many health-conscious food brands are switching to ultra-processed food alternatives. This is driven by consumer demand for natural foods, and it’s why we see clean label food brands focusing on simpler ingredients. These moves are a response to shifting expectations. They also reflect a strong push for food brands reducing additives across multiple categories.

The shift away from ultra-processed foods

Why consumers are demanding change

Shoppers are asking for wholesome options that taste good. They look at labels to see if products include artificial ingredients or seed oils. Our data shows that people link ultra-processed foods with weight gain and health risks. Consumer perception of ultra-processed foods has shifted. This is fueling a rise in ultra-processed food alternatives from health-conscious food brands.

Regulatory pressures on ultra-processed foods

Some regions now regulate certain ingredients, such as synthetic dyes or preservatives. For example, recent actions in California ban a few coloring agents in popular cereals source. Authorities want healthier options for the public. This helps food brands reducing additives. It also encourages clean label food brands to find new recipes.

5 brands leading the charge

Deliciously Ella & their acquisition of Allplants

Deliciously Ella, led by Ella Mills, bought plant-based meal producer Allplants to expand “Plants,” a range of minimally processed foods. They use natural vegetables and grains in pastas, sauces, and more. Their approach focuses on fewer, simpler ingredients to meet consumer demand for natural foods.

Unreal Brands’ commitment to clean ingredients

Unreal Brands produces candy and snacks with no artificial colors, no GMOs, and less sugar than typical confections. They created sweets made from real ingredients, helping clean label food brands stand out. Their popularity shows that health-conscious food brands can succeed in indulgent categories as well.

Tesco’s promotion of whole food snacks

Tesco noticed that sales of whole, simple foods—like ready-to-eat boiled eggs—rose significantly in recent years. This aligns with consumer demand for natural foods. Tesco is also known for pushing healthier snack lines, which are good ultra-processed food alternatives.

Kellogg’s response to consumer advocacy

Kellogg’s cereals often use artificial dyes. Consumers and activists have asked them to remove these ingredients source. As food brands reducing additives face pressure, Kellogg has considered more natural colorings for products like Froot Loops. This move aims to retain customers who care about ingredient lists.

Sweetgreen’s transition to seed oil-free options

Sweetgreen recently removed seed oils from parts of its menu and now offers dressings made with olive or avocado oil source. This change reflects growing concerns over highly processed additives. It’s another way big chains meet consumer demand for natural foods.

The benefits of moving away from ultra-processed foods

Restaurants and packaged goods companies can use real fruits, vegetables, and spices for better taste and simpler labels. For example, a fresh apple plus honey and cinnamon makes a sweet base for a dessert. You can add coconut and pecans to create a quick baked apple dish. Try this recipe. This approach supports the success of clean label food brands. It also gives ultra-processed food alternatives a place on the menu.

Why more brands need to act now

Survey insights on consumer demand for natural foods

Tastewise’s survey found that many shoppers associate ultra-processed foods with big soda and cereal brands. They say they want whole, real ingredients to support weight management. It’s clear that consumer demand for natural foods is at an all-time high.

How AI helps brands predict & adapt to ingredient trends

Data-based solutions from Tastewise help teams see changes in flavors and ingredients. They can track how people talk about certain items online and find new recipe ideas. This can assist food brands reducing additives to stay in touch with fast-changing eating habits.

What are the biggest challenges in moving away from ultra-processed ingredients?

Companies must adjust supply chains, packaging, and production lines. They also need to make sure they maintain taste. Natural products can cost more, and manufacturers worry about profit margins. Yet, as more shoppers ask for clean label food brands, the risk of not acting is bigger.

FAQs

How can AI help brands transition away from ultra-processed foods?

AI tools can scan large sets of data to spot ingredient trends early. This includes popular tastes, dietary preferences, and potential product gaps. It is a fast way to shape product development.

What product categories are seeing the biggest shift away from ultra-processing?

Snacks, candies, and beverages are moving quickly. This includes bars made with nuts and seeds, drinks with no artificial sweeteners, and cereals with fruit-based colorings. Many health-conscious food brands in these spaces focus on ultra-processed food alternatives.

What’s the financial impact of moving away from ultra-processed foods?

Better ingredients sometimes cost more. But the payoff can be strong if brands gain loyal customers who care about food brands reducing additives. Many companies see higher sales and reduced risk when they move to simpler recipes.