UPF and the future of bakery
The British Baker asked for our expert food consultant opinion on ultra-processed food (UPF) and how this might impact the future of food.
UPF is a hot topic, especially as recent research suggests that higher consumption of UPFs is linked to up to 30 harmful effects including cancer, heart disease, and type-2 diabetes.
We discussed the conflicting role of UPF in the cost of living crisis, where cheaper, more processed food often provides more calories at a lower price. It is not always easy for families on lower incomes to make the switch, for example. We also warned against the risk of dichotomising the conversation into ‘good’ and ‘bad’ foods, which can create consumer confusion as brands over promise and give conflicting advice as to what ‘healthy’ really means.
We reference our recent bread report with Délifrance, which revealed that consumers are taking a more flexitarian approach to bread. Much like with meat, health-conscious consumers aren’t cutting bread out completley, but they’re chosing to reduce consumption or flex into breads with functional benefits.
