Read the full report Ultra-Processed Foods: Trends, Tensions & Transformations in the US
September 9, 2026 – This report examines how ultra-processed foods (UPFs) are being redefined in the US market amid rising political and media scrutiny. Drawing on Innova’s UPF Survey, Packaging Survey and Trends Survey 2026, and Innova Lifestyles & Attitudes Survey F&B 2025, it explores consumer perceptions of what makes a food “ultra-processed,” the tensions between UPFs’ enduring appeal and their perceived health risks and the strategies brands are using to build trust – from clean, transparent labeling to sustainability credentials that go beyond the ingredient list.
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