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CLOSEUltra Processed Plates: the prevalence and popularity of UPFs in the UK
Contents
- Executive Summary
- Are we ultra-processed obsessed?
- What is ultra-processed food?
- How does ultra-processed food impact health?
- Is ultra-processed food really that bad?
- How do we eat healthily in an ultra-processed world?
- How can Gousto help?
- References
Executive Summary
Gousto has launched a new health-focused campaign in partnership with Dr Hilary Jones MBE to spark a national conversation about how today’s eating habits will shape tomorrow’s health. With a focus on ultra-processed foods (UPFs) and their impact on health, Gousto has commissioned independent research to uncover what matters most to the nation regarding healthy eating. Key findings include:
- 69% are concerned about the impact of UPFs on their health
- 60% are confused by the term ultra-processed food
- On average, people cook from scratch 3.75 times a week.
- 42% need access to affordable healthy ingredients, and 30% need more time to cook
While a diet that includes too many UPFs is undoubtedly bad for health, Doctor Hilary Jones describes how UPFs can be enjoyed occasionally as part of a varied diet packed with fruit, vegetables and whole foods. He also advises simple swaps to reduce UPF intake and increase cooking with natural whole-food ingredients from scratch.
Are we ultra-processed obsessed?
In the UK, ultra-processed food is on the rise. With popularity steadily increasing over the past two decades, the UK is now the second biggest consumer of UPFs at 56% of daily energy intake (DEI). That is just 2% less than the USA and 36% more than Italy, where UPFs are the least popular at just 10% of DEI.1
In December 2024, Gousto surveyed 3000 people to understand how the British public feels about ultra-processed food. According to the data, 84% of people are aware of UPFs, 65% claim they’re too difficult to avoid and 53% admit they’re unsure whether they’re buying ultra-processed foods when food shopping or eating out.
On health, 60% are unaware of the long-term impacts of Ultra Processed Foods. 41% of respondents said they are more concerned about UPFs when planning their weekly shop, while just 20% are more concerned about keeping a balanced diet. The data shows that UPFs have captured the nation’s attention, despite 56% of respondents admitting they are overwhelmed by the available information.
What is ultra-processed food?
People have been processing food for thousands of years since discovering how to cook, dry, ferment and mill. From pasteurised milk and tinned veg to dried fruit and fresh homemade bread, the modern diet includes a variety of processed foods. The term ultra-processed food was coined by Brazilian epidemiologist Carlos Monteiro, creator of the NOVA classification system. The framework puts all food into four groups: unprocessed or minimally processed foods, processed culinary ingredients, processed foods and ultra-processed foods.2
According to NOVA, UPFs are manufactured using industrial techniques and processes that can’t replicated by home cooks. Products tend to be formulated with ingredients far removed from their original state – group one unprocessed or minimally processed foods – and combined with additives such as preservatives, antioxidants and stabilizers.3 Some of the most popular UPFs include ready meals, crisps, fizzy drinks, chocolate, chicken nuggets, ice cream, baked beans and biscuits.
Monteiro also identified reasons why people are choosing to eat UPFs. They’re convenient, delicious, cheap and often last longer than fresh food. Gousto’s research echoes his findings, with 75% of surveyed people claiming convenience is a barrier to healthy choices. Additionally, when asked how they could eat more healthily, 42% said they would need access to affordable, nutritious ingredients, while 30% would need more time to cook and 20% more time to shop.
How does ultra-processed food impact health?
The research shows the British public is concerned about the potential health implications of UPFs. 88% of people aware of ultra-processed food are concerned about having too many UPFs, with nutrition and increased weight gain at the top of their list of worries.
But is there cause for concern? An umbrella review of existing scientific studies by the British Medical Journal (BMJ) found that UPFs cause over 32 adverse health outcomes, including obesity, gastrointestinal disorders, asthma, anxiety and a variety of different cancers.
It’s important to understand that the studies explored by the BMJ were just observational, which means it’s still unclear which ingredients, processes or qualities are harmful to health. For example, are UPFs dangerous because they’re often high in fat and sugar, and low in fibre and essential vitamins? Or are there specific additives that cause long-term damage? We still don’t know for sure.
“Ultra-processed foods aren’t inherently harmful, but when they dominate our diets and replace fresh, nutrient-rich foods, they can increase the risk of long-term health issues,” says Doctor Hilary Jones. “Cardiologists, diabetologists, endocrinologists and nutritionists all agree that we need to reduce our intake of ultra-processed foods significantly to improve health.” This means dialling back our reliance on ready meals and convenience food while increasing the quantity of fresh fruit, vegetables and high-fibre wholegrains we eat.
Is ultra-processed food really that bad?
While NOVA puts ultra-processed food into the spotlight, the system itself has been critiqued for being too broad and difficult to understand, and the public agrees. 60% of people in Gousto’s survey admitted they’re confused by the term ultra-processed food. While some of this confusion stems from the sheer amount of new information in the media spotlight, it also comes from the classification system itself.
For example, current NOVA criteria would classify some shop-bought wholemeal bread, wholegrain cereals, fruit yoghurts, and baked beans as UPF even though they potentially contribute to an affordable, healthy diet. Similarly, gluten-free products or fortified plant-based milk alternatives would classify as UPF despite their potential medical or nutritional benefits. The British Nutrition Foundation has also noted that some UPFs can be combined with fresh or canned ingredients to prepare low-cost nutritious meals.4 With an area as grey as this, it’s easy to see why the British public is confused by ultra-processed food.
How do we eat healthily in an ultra-processed world?
Fortunately, it’s not all doom and gloom. The key to UPFs and many things people like to eat most is moderation. As Doctor Hilary suggests, “a balanced diet full of fresh, whole ingredients is essential for preventing chronic conditions and supporting overall health”
Doctor Hillary recommends people start by making simple swaps to their daily diet including:
- Snacking on chopped carrots, celery or apple instead of biscuits, cakes and confectionery, or raw nuts instead of crisps
- Choosing tea, coffee or a glass of skimmed milk instead of fizzy drinks
- Serving pasta with passata, herbs and a little salt instead of jarred pasta sauces
- Swapping frozen chips, which are coated in maltodextrin and flavourings, for jacket potatoes with a drizzle of oil or a little butter
- Tucking into a dessert of frozen fruit and fresh cream instead of ice cream
- Starting the day with oats with banana and dried fruit instead of sugary breakfast cereals, or boiled eggs and Ryvita instead of fried eggs and bacon
Beyond swaps, Doctor Hilary says that “cooking from scratch is one of the most effective ways to minimise our UPF intake and maintain a balanced diet.” According to Gousto’s research, the British public cooks from scratch an average of 3.75 times a week, or just over half of the week. Increasing home-cooked meals doesn’t mean completely removing UPFs. “So long as meals and snacks favour fresh, nutritious ingredients, UPFs can be included in moderation.”
How can Gousto help?
Gousto offers “a practical solution, making it easier to prioritise nutrition without sacrificing convenience,” says Doctor Hillary. Gousto delivers precise, pre-measured ingredients for over 500 recipes every month directly to doorsteps across the country. Catering to households of all shapes and sizes, customers can choose boxes for 1 to 5 people and pack them with delicious recipes, ready in as little as 10 minutes. Just 11%6 of the ingredients used in Gousto recipes are considered UPFs. These include meat products like sausages or burgers, cooking paste, bread and plant-based alternatives.
While Gousto has always focussed on the importance of a balanced diet with fresh ingredients, the brand has stepped up even further to offer more options to help customers reach their health goals. In 2024, Gousto launched the Health Hub, its one-stop shop for the most popular health ranges; Veg Boost for recipes packed with at least 3 of your 5-a-day, Protein Hit for recipes packed with over 30g of protein per portion, and Calorie Controlled for meals of 600 calories and under.
In 2025, Gouto aims to make nutritious home cooking even more accessible with:
- A new company UPF policy to ensure Gousto supports customers to make balanced, nutritious choices
- An expanded Health Hub with up to 150% more healthy recipes per week vs 20247
- Greater convenience with trials for next-day delivery
Beyond offering more healthy options than ever before, Gousto wants to inspire change in the food industry too. Gousto is calling for more rigorous standards for measuring and classifying UPFs, as well as greater transparency around nutritionals to make it easier for people to make more informed choices.
References
2 Ultra-processed food consumption in adults across Europe
3 Ultra-processed foods: what they are and how to identify them
4 The UN Decade of Nutrition, the NOVA food classification and the trouble with ultra-processing
5 British Nutrition Foundation UPF Position Statement
6 Based on 2023 Gousto data
7 Based on the minimum number of weekly healthy recipes in Jan 2025 compared to the minimum value in Jan 2024
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