Ultra-processed foods (UPFs) now account for more than half of the calories consumed in Western diets, fueling a health crisis linked to more than 30 chronic conditions, including obesity, heart disease, type 2 diabetes, and various cancers. Despite mounting health concerns, the UPF market is set to expand by $856.6 billion between 2025 and 2029, with a compound annual growth rate of nine percent.
As UPFs dominate the food supply, organizations and policymakers are stepping up efforts to curb their consumption. The Non-GMO Project has introduced Non-UPF Verified, a certification designed to help consumers identify and avoid UPFs in an industry that often prioritizes profit over public health.
“The Standard American Diet has become one of the leading risk factors for death worldwide, yet navigating today’s food landscape can feel like an impossible task,” Megan Westgate, founder and CEO of the Non-GMO Project and the Food Integrity Collective, said in a statement.
“This isn’t by accident. When tobacco companies acquired major food manufacturers in the 1980s, they deliberately applied their expertise in addiction science to food engineering. The result was a new generation of ultra-processed foods designed with the same precision as cigarettes to trigger cravings and override our body’s natural satiety signals,” Westgate continued.
The movement against ultra-processed foods has also gained traction in the restaurant industry. True Food Kitchen, the Oprah Winfrey-backed national leader in health-driven dining, has announced it has eliminated industrial seed oils from its menu across all 46 locations, replacing them with heart-healthy avocado and olive oils.
True Food Kitchen
This shift was years in the making, Matthew Padilla, Head of Culinary at True Food Kitchen, said in a statement. “Most people don’t realize how pervasive seed oils are in everyday ingredients and eliminating them meant reevaluating hundreds of items across our kitchens,” Padilla said, calling the effort a “massive undertaking” to deliver cleaner, healthier meals.
“By eliminating seed oils entirely, we’re staying True to principles that have guided us for decades,” said Daniella Voysey Olson, Chief Growth Officer. “True Food Kitchen has always led with thoughtful ingredient choices, and I’m thrilled to be a part of this brand as we continue to create experiences where guests can have an amazing meal without compromising their health and wellness goals.”
True Food Kitchen first committed to cooking with only avocado and olive oil in 2022, and eliminated seed oils from 98 percent of its menu. Now, it says it has reached the finish line, becoming one of the first national restaurant brands to go entirely seed oil-free. “This isn’t just a trend or a tagline—this is who we are,” Padilla said.
Ultra-processed foods and government intervention
While private industry and nonprofits are taking the lead, government intervention remains uncertain. Robert F. Kennedy Jr., the controversial nominee to head the Department of Health and Human Services (HHS) under President Donald Trump, has positioned himself as an outspoken critic of UPFs.
Canva
He has repeatedly expressed his intent to take on the food industry, vowing to overhaul regulations and eliminate harmful ingredients from the US food supply. “We are betraying our children by letting [food] industries poison them,” Kennedy said at a rally in November. His platform, under the slogan “Make America Healthy Again,” includes banning seed oils, eliminating synthetic food dyes, and removing ultra-processed foods from school cafeterias.
Kennedy’s stance has drawn both praise and skepticism. Public health advocates acknowledge the urgency of addressing UPF consumption, with some experts supporting elements of his agenda. “It is just thrilling to hear somebody argue for doing something about chronic disease,” said Marion Nestle, a former professor of nutrition at New York University.
However, others question whether Kennedy’s plans are realistic or based on sound science. Peter Lurie, MD, MPH, Executive Director of the Center for Science in the Public Interest, has challenged Kennedy’s claims that seed oils are a major driver of the obesity epidemic. “We see no evidence for that. In fact, they seem like important products to the extent that they substitute for saturated fats,” Lurie said.
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The economic realities of the UPF industry further complicate reform efforts. Despite growing awareness of the health risks, cost remains a major factor in food choices. Recent research indicates that while 85 percent of shoppers want to avoid UPFs, many feel overwhelmed and unsupported in achieving this goal.
As regulatory debates continue, some state governments are stepping in. California’s recent health initiative targets UPFs, citing findings from the 2025 Dietary Guidelines Advisory Committee that 73 percent of US adults aged 20 and older are overweight or obese.
Kennedy’s focus on school lunches aligns with these efforts, but his broader ambitions face significant resistance from the food industry. Republican Senator Chuck Grassley of Iowa has already signaled opposition to Kennedy’s approach, stating he intends to educate the nominee on agriculture’s role in food production.
Whether through policy shifts, private sector initiatives like True Food Kitchen’s seed oil ban, or consumer-driven movements like the Non-UPF Verified label, the fight against ultra-processed foods is gaining momentum, but the battle for a healthier food system is far from over.
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