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Whole foods, UPFs and the missing nuance

Recent discussions on social media have put ultra-processed foods (UPFs) firmly in the spotlight, with many linking them to a wide range of health concerns. The term has quickly become one of nutrition’s biggest buzzwords, often accompanied by dramatic headlines and viral videos telling us exactly what we should and shouldn’t eat.

But while the conversation around UPFs has grown louder, the science is often far more nuanced.

When discussing nutrition, it’s important to remember that food choices don’t happen in a vacuum. They’re influenced by our finances, culture, traditions, social lives, cooking skills, access to food, time and personal preferences. Reducing food down to simply “UPF” or “not UPF” often ignores these realities.

As we celebrate whole foods this month, it’s worth taking a closer look at what UPFs are, where the term comes from and why not all ultra-processed foods fit neatly into the same box.

What is a UPF?

The term “ultra-processed food” comes from the NOVA classification system, developed by researchers in Brazil. NOVA categorises foods according to the degree and purpose of processing rather than their nutritional content. Originally, it was designed as a tool for public health research, helping researchers understand changes in dietary patterns and food systems over time.

Foods are grouped into four categories:

Unprocessed or minimally processed foods (fruit, vegetables, eggs, milk)
Processed culinary ingredients (oil, butter, sugar)
Processed foods (cheese, bread, canned vegetables)
Ultra-processed foods (products that typically contain ingredients not commonly used in home cooking, such as emulsifiers, flavour enhancers or colourings)

The important thing to recognise is that NOVA is a classification tool, not a measure of how healthy a food is.

Myth: all UPFs are equally bad

One of the biggest misconceptions is that every UPF has the same impact on health.

In reality, the category is incredibly broad. A fizzy drink, an energy drink, a high-fibre breakfast cereal, a fortified plant-based yoghurt and a packaged wholemeal loaf can all fall under the UPF umbrella despite having very different nutritional profiles. Research continues to highlight that health outcomes vary considerably between different types of UPFs rather than affecting all products equally.

This is where the conversation often becomes oversimplified.

Nutritional quality still matters. Looking at fibre, protein, vitamins, minerals, saturated fat, sugar and overall dietary patterns can often tell us more than focusing solely on processing levels.

The baked bean dilemma

A classic example is baked beans.

Many people are surprised to learn that some baked beans may be classified as ultra-processed due to the ingredients used in the sauce and manufacturing process.

Yet baked beans also provide fibre, protein, complex carbohydrates and several key micronutrients. For many families, they are an affordable, accessible and nutritious staple.

So, should we stop eating them simply because they may fall into a UPF category?

Probably not.

This highlights one of the limitations of viewing foods through a single lens. A food’s nutritional contribution, affordability and role within an overall balanced diet also matter.

Processing isn't always the enemy

The word “processed” often sounds negative, but processing itself is not inherently harmful.

Washing, freezing, pasteurising, fermenting and canning foods are all forms of processing. Many of these processes improve food safety, shelf life and accessibility while helping reduce food waste.

Frozen vegetables, canned fish, wholegrain breads and many dairy products all undergo processing but can absolutely form part of a healthy diet.

The goal shouldn’t be to fear processing altogether; it should be to understand the bigger nutritional picture.

How big tobacco companies helped shape our food environment

An interesting part of the UPF story that receives less attention is the role of the tobacco industry.

Throughout the 1960s, 70s and 80s, major tobacco companies acquired large food manufacturers, including brands we still recognise today. Researchers have suggested that these companies applied marketing expertise, consumer psychology and product-development strategies originally used for cigarettes to food products, helping to shape the highly competitive food environment we see today.

This history provides valuable context for understanding why highly palatable, heavily marketed foods became such a dominant part of modern diets.

However, it’s important not to confuse this historical context with the idea that every food classified as a UPF is inherently harmful.

The bigger picture

Whole foods deserve celebrating. Fruits, vegetables, beans, pulses, nuts, seeds and wholegrains provide valuable nutrients and are linked to positive health outcomes.

But nutrition isn’t about perfection.

For most people, a healthy dietary pattern will include a mix of minimally processed foods alongside some foods that fall into the UPF category. Food is more than a classification system; it’s culture, convenience, enjoyment, affordability and nourishment.

Rather than asking whether a food is a UPF, a better question might be:

“What role does this food play in my overall diet?”

Because when it comes to nutrition, context matters far more than a single label.