Brazil Leads Latin America’s Fight Against Ultra-Processed Foods
Brazil has become the poster child for combating ultra-processed foods, implementing some of the world’s most comprehensive restrictions. A bill passed by Rio de Janeiro City Council in June 2023 to ban the sale of ultra-processed foods in public and private schools can motivate other cities in Brazil to take similar action. The country revolutionized its approach in 2014 when it completely overhauled its nutritional guidelines to actively recommend avoiding all ultra-processed products altogether.
The results have been remarkable. Brazil, which in 2014 overhauled its nutritional guidelines to recommend avoiding all ultra-processed products altogether, has seen a halving in the rate of increase in both adult obesity and UPF purchases. This success story demonstrates that aggressive policy interventions can actually work when implemented with determination.
However, the road hasn’t been entirely smooth. In Brazil, industry lobbying has meant that stop sign-like octagons were replaced by much less effective magnifying glasses that suggest additional information rather than offer warnings, and which can be located on the back of products rather than on the front. Despite these setbacks, Brazil remains a global leader in the fight against ultra-processed foods.
Mexico Takes on the World’s Worst Childhood Obesity Crisis
Mexico faces what authorities describe as the worst childhood obesity problem in the world, and they’re fighting back with unprecedented measures. The Mexican government will ban the sale of junk food — such as chips and sodas — in schools across the country beginning in March 2025. This isn’t just another policy paper – it comes with real teeth.
Schools that do not comply will be subject to fines of between 545 and 5,450 pesos. The severity of the situation that prompted this action is staggering. A survey of over 10,000 schools carried out between 2023 and 2024 found that junk food was available in 98% of them, with sugary drinks in 95% and soft drinks in 79%.
The country has also tackled other aspects of the ultra-processed food problem. After a strong campaign led by civil society, Mexican legislators — Senators in 2021 and Deputies in 2023 — unanimously approved a law to eliminate industrially-produced trans fatty acids (iTFA) from the Mexican food supply. Trans fats, a common ingredient in processed foods, are responsible for more than 13,000 deaths yearly in the country.
Colombia Pioneers the World’s First Ultra-Processed Food Tax
Colombia has taken the most aggressive financial approach to tackling ultra-processed foods. Colombia went further this year by introducing a broad tax on ultra-processed foods, starting at 10% immediately and rising to 20% in 2025 – a global first which will be watched closely by the industry as well as policymakers worldwide. This groundbreaking policy makes Colombia the first country to specifically tax ultra-processed foods as a category.
The tax represents a bold new frontier in public health policy. While many countries have implemented taxes on sugary drinks or specific unhealthy products, Colombia’s approach targets the entire ultra-processed food category. This comprehensive strategy acknowledges that the problem isn’t just individual ingredients but the industrial processing itself.
The policy is being watched internationally as a potential model for other countries. If successful, it could inspire similar taxation policies worldwide and fundamentally change how governments approach ultra-processed food regulation.
California Leads US States in Ultra-Processed Food Restrictions
While the United States federal government has largely avoided direct ultra-processed food regulation, California is blazing a trail with aggressive state-level policies. The California School Food Safety Act, signed into law in 2024, bans six harmful food dyes from being served in public schools. This builds on earlier groundbreaking legislation.
The state’s approach is becoming increasingly comprehensive. On Wednesday, California Assemblymember Jesse Gabriel (D-Encino) introduced a first-in-the-nation bill, A.B. 1264, to phase out “particularly harmful” ultra-processed food, or UPF, from school meals served in the state by 2032. Update, July 3, 2025: After passing the California Assembly and moving to Senate, AB 1264 has been approved unanimously by the California Senate Education Committee.
The state’s leadership extends beyond schools. Gov. Gavin Newsom issued an executive order in January directing California agencies to look for new ways to minimize the harms of UPF consumption and reduce the purchase of soda, candy and other types of UPF, including foods that contain artificial dye. Now similar actions are sweeping the country, with food chemical bills introduced, debated and in some cases enacted in states from Arizona to Vermont, including Illinois, Pennsylvania and New York.
United States Dominates Global Ultra-Processed Food Consumption
The United States stands as the undisputed leader in ultra-processed food consumption worldwide. The United States (U.S.) is the leading country in ultra-processed food (UPF) consumption, accounting for 60% of caloric intake, compared to a range of 14 to 44% in Europe. This staggering statistic reveals the depth of America’s ultra-processed food problem.
The U.S. consumes more UPF than any other industrialized country. These foods make up more than half the typical adult diet in this nation – and rising. The trend is particularly alarming for young people, where UPF makes up two-thirds of kids’ and teens’ calories – 67 percent in 2018, up from 61 percent in 1999.
The regulatory approach in the US has been notably different from restrictive countries. The U.S. Dietary Guidelines for Americans, which inform the country’s food and nutrition policies, do not currently mention ultra-processed food. This hands-off approach has allowed the ultra-processed food industry to flourish unchecked at the federal level.
United Kingdom Follows America’s Ultra-Processed Path
The UK has emerged as America’s closest competitor in ultra-processed food consumption. The UK follows closely behind America, with 57% of adults’ diets consisting of ultra-processed foods. Even more concerning is the situation for children, where this share jumps to 65% for children.
Overall, the most popular ultra-processed foods in the UK are factory-made bread and pre-packaged meals. This preference for convenience foods has contributed to the UK’s high consumption rates. The high levels of close to half or more of total calories coming from ultra-processed foods are seen only in the US, UK, Canada and Australia.
The UK’s regulatory approach has focused more on labeling than restrictions. The most widely-adopted policy in the Latin American toolkit – front-of-package warning labels – has proven much more effective than the UK’s own, traffic lights-style nutrition labelling system. This suggests that the UK’s current approach may be insufficient to address the scale of the problem.
Canada Maintains High Ultra-Processed Food Consumption
Canada represents another high-consumption country where ultra-processed foods dominate the dietary landscape. In Canada, UPF accounted for 45.7% of the total daily energy intake in the overall population, according to analyses of data from a 2015 national-level nutrition survey. Remarkably, This proportion had changed little since 2004 (47.8%), suggesting that consumption has plateaued at very high levels.
The Canadian government has acknowledged the problem to some degree. Recognizing that nearly half of the dietary energy in the Canadian population comes from UPF and the health risks associated with high consumption of these products, the 2019 Canada’s Food Guide included a recommendation to limit the consumption of highly processed foods. However, this remains a recommendation rather than a binding restriction.
Canada’s approach has been more educational than regulatory. While the country has implemented some labeling requirements, it hasn’t moved toward the comprehensive restrictions seen in Latin American countries or emerging US state policies.
Australia Completes the “Big Four” High-Consumption Countries
Australia rounds out what experts call the “Big Four” countries with the highest ultra-processed food consumption. The high levels of close to half or more of total calories coming from ultra-processed foods are seen only in the US, UK, Canada and Australia. This grouping isn’t coincidental – it reflects shared cultural and economic factors.
One explanation is the lower resilience of traditional dietary patterns in these countries and the fact that the UPF industry was born mostly in the US and then moved to other Anglo-saxon countries. Australia’s high consumption rates mirror those of its English-speaking counterparts, with similar industrial food systems and marketing practices.
Australia’s regulatory approach has been similar to other high-consumption countries, focusing more on voluntary industry initiatives and labeling rather than comprehensive restrictions. The country has implemented some school food policies, but nothing approaching the comprehensive bans seen in Latin American countries.
European Countries Resist Ultra-Processed Food Dominance
European countries have generally maintained lower ultra-processed food consumption levels compared to the Anglo-Saxon nations. European countries, with strong food cultures, also have levels lower than in the US. This resistance stems from several factors including stronger traditional food cultures and different regulatory approaches.
He has also noted that U.S. food products often contain additives that are banned in Europe. This regulatory difference has created a natural barrier to ultra-processed food expansion in European markets. European food safety authorities have taken a more precautionary approach to food additives and processing.
However, Europe isn’t immune to the ultra-processed food trend. The United States (U.S.) is the leading country in ultra-processed food (UPF) consumption, accounting for 60% of caloric intake, compared to a range of 14 to 44% in Europe. While lower than the US, even the high end of European consumption at 44% represents a significant portion of dietary intake.
South Africa, Mexico, and Japan Show Concerning Trends
Several middle-income countries are showing concerning increases in ultra-processed food consumption. In countries like South Africa, Mexico, and Japan, they make up at least 28% of total calories consumed. While these levels are lower than the “Big Four” countries, they represent significant portions of national diets.
Levels in Brazil are similar to levels in Colombia and lower than in Chile and Mexico, around 35%. This statistic is particularly concerning for Mexico, given its aggressive policy responses to combat ultra-processed foods. Despite policy efforts, consumption remains high.
The trend in these countries is particularly worrying because increases are being seen in all these countries. This suggests that without intervention, these nations may follow the trajectory of high-consumption countries. The global nature of ultra-processed food marketing and availability means that no country is immune to these trends.
Germany and France Maintain Relatively Low Consumption
Germany and France represent European countries that have successfully maintained relatively low ultra-processed food consumption levels. Their strong food cultures and regulatory frameworks have provided some protection against the global ultra-processed food trend.
These countries benefit from several protective factors. Strong culinary traditions emphasize fresh, minimally processed foods. Regulatory frameworks that restrict food additives and processing techniques have limited the expansion of ultra-processed foods. Additionally, consumer awareness and education about food quality remain high.
However, even these relatively protected markets aren’t immune to change. The global nature of food marketing and the convenience appeal of ultra-processed foods mean that consumption levels can shift rapidly. Both countries will need to maintain vigilance to preserve their current advantageous positions.
Denmark and Norway Set Examples for Restrictive Policies
Nordic countries like Denmark and Norway have implemented some of the world’s most restrictive food policies, though not always specifically targeting ultra-processed foods. Denmark, Lithuania, Poland, Saudi Arabia, and Thailand are the first five countries to receive a validation certificate of Trans Fat Elimination by the WHO, which formally recognises countries that have eliminated industrially produced trans fats from their foods.
These countries have taken a comprehensive approach to food safety and public health. Their policies often target specific harmful ingredients rather than the broader category of ultra-processed foods. However, by restricting key ingredients commonly found in ultra-processed foods, they’ve effectively limited the expansion of these products.
The Nordic approach emphasizes prevention and precaution. Rather than waiting for definitive proof of harm, these countries have implemented policies based on emerging scientific evidence. This proactive stance has helped them maintain healthier food environments and lower consumption of potentially harmful products.
The Global Battle Lines Are Clearly Drawn
The world has essentially divided into two camps: countries that actively restrict ultra-processed foods and those that allow them to dominate their markets. The contrast couldn’t be starker between Brazil’s comprehensive guidelines recommending complete avoidance of ultra-processed foods and America’s 60% consumption rate.
The stakes of this battle are becoming increasingly clear. The meta-analysis showed a linear dose–response association between the ultraprocessed food consumption and all-cause mortality (RR for each 10% increase in percentage ultraprocessed food=1.03; 95% CI=1.02, 1.04). This means that for every 10% increase in ultra-processed food consumption, the risk of death increases by 3%.
Countries that have chosen restriction are seeing results, while those that allow market dominance are facing escalating health crises. The question isn’t whether ultra-processed foods are harmful – the science is increasingly clear on that. The question is whether governments will act decisively to protect their populations or continue to prioritize industry interests over public health.
