Why Not All Ultra-Processed Foods Are Bad. Some are even good for you.

May 26, 2025

Public debate has firmly linked ultra-processed foods (UPFs) to chronic diseases like obesity and heart disease. Most people now see them as both dangerous and hard to resist. But Dr Frederica Amati, head nutritionist at ZOE, believes this view is too black-and-white — and often unhelpful.

The problem starts with how we define UPFs. The NOVA system, created in 2009, puts foods into four broad groups — with UPFs being factory-made items full of additives and processed ingredients. But this paints all UPFs with the same brush. A wholemeal seeded loaf and a frozen doner kebab are both UPFs, yet one clearly has more nutritional value.

Some UPFs, like fortified cereals (e.g., Weetabix), offer real benefits. They’re high in fibre and sometimes a key nutrient source. Avoiding all UPFs can be unrealistic — they make up around 60% of calories in the UK — and cutting them out entirely could even harm health.

ZOE are building a better way to assess processed foods. Using a database of over a million products, they’ve created a new system that classifies foods as no, low, moderate, or high risk based on three key factors:

• Additives – Zoe analyse each one based on the latest science. Some additives (like ascorbic acid or pectin) can be beneficial. But Zoe cap the number of low-risk additives to account for unknown “cocktail” effects.

• Hyperpalatability – Is the food designed to make you overeat? Zoe analyses the fat, salt, and sugar ratios. A simpler way to assess this? Ask yourself if it’s hard to stop eating once you start.

• Energy-intake rate – How fast you can eat the food, which depends on how much the original structure has been broken down.

Later this year ZOE members will be able to scan barcodes in-store to see a food’s risk level. It’s like the Yuka app — but adds new science-backed dimensions like hyperpalatability and eating rate.

In the meantime, here are some processed and UPF foods Zoe do encourage, and why:

🥣 CEREALS

✅ No Risk

• Weetabix – 9.9g fibre per 100g, low sugar, minimal additives.
• Dorset Cereals Simply Muesli – Uncomplicated mix of oats, fruit, nuts, and seeds.
• Shredded Wheat – Wholegrain, no added sugar, high fibre and protein.

🟡 Low Risk

• Asda Bran Flakes – Nutrient-dense but compare fibre/protein across brands.

🔴 Avoid

• Chocolate cereals – High sugar and hyperpalatable.
• Commercial granola – Often sugary with risky emulsifiers.

🍫 CHOCOLATE & SWEET TREATS

✅ No Risk

• Green & Black’s Organic 70% Dark Chocolate – High in flavanols, low in additives.

🟡 Low Risk

• Forest Feast Salted Dark Chocolate Almonds – Whole food base, low-risk indulgence.
• Bear Fruit Baked Coconut Chips – Clean ingredients despite processing.

🔴 Highest Risk

• Cadbury’s Dairy Milk – Palm fat, emulsifiers, artificial flavourings.

🥫 TINNED & FROZEN FOODS

✅ No/Low Risk

• Tinned beans, lentils, tomatoes – Great sources of fibre/protein.
• Frozen vegetables – Flash-frozen, nutrient-rich with minimal additives.

🥜 SPREADS & NUT BUTTERS

✅ No Risk

• 100% Nut butters – One ingredient: nuts. Nothing else.

🟡 Low Risk

• Lightly salted nut butters or with minimal oil — still solid options.

🔴 High Risk

• Flavoured/spreadable nut butters with added sugar, hydrogenated oils, emulsifiers.

🍿 SNACKS

✅ No Risk

• Air-popped popcorn – Plain or lightly salted, whole grain, slow to eat.
• Olives in brine – High in healthy fats, low in processing.
• Boiled eggs or cheese sticks – Real food, minimal interference.

🟡 Low Risk

• Baked crisps or lentil chips – Better than fried, but still easy to overeat.
• Plain rice cakes – Low calorie, fast to eat, but okay with healthy toppings.

🔴 High Risk

• Flavoured crisps, snack bars, and puffed corn snacks – Often hyperpalatable, engineered for overconsumption.

🍽️ READY MEALS

✅ No/Low Risk

• Fresh-prep kits (e.g., Mindful Chef-style) – Prepped ingredients, but cooked at home.
• Soups with whole ingredients – Avoid those with cream, sugar, or excess salt.

🟡 Medium Risk

• Microwaveable grain bowls – Often nutrient-dense but can contain multiple additives.

🔴 Highest Risk

• Frozen ready meals (lasagna, curries, etc.) – Often high in fat, salt, emulsifiers, and fast to eat. Check for long ingredient lists and added sugars.

🥤 DRINKS

✅ No Risk

• Water, sparkling water, herbal teas – Hydrating, no downside.
• Coffee/tea without sweeteners – Naturally low risk.

🟡 Low Risk

• Non-sweetened plant milks – Especially if fortified with calcium/B12.
• Low-sugar kombucha – Fermented and gut-friendly but check the label.

🔴 High Risk

• Soft drinks (even diet) – Artificial sweeteners can be hyperpalatable and increase cravings.
• Flavoured milks and fruit juices – High sugar and fast to consume.

Final Tip:

When in doubt, read the label:

• Fewer ingredients = better

• Ingredients you recognize = better

• Can you stop eating it easily? = best test of hyperpalatability

If you want to discover more about Zoe and including membership, visit https://zoe.com/en-gb

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