Ultraprocessed Foods Dominate Diets, Prompting Action (Image Credits: Unsplash)
Sparkling water brand Spindrift and organic frozen food maker Amy’s Kitchen stand out as early adopters of a groundbreaking certification aimed at combating ultraprocessed foods.[1]
Ultraprocessed Foods Dominate Diets, Prompting Action
Ultraprocessed foods now comprise up to 70 percent of the typical American diet, fueling worries over links to chronic diseases.[2] Shoppers increasingly seek options closer to their natural state, yet struggle to identify them amid complex labels and marketing claims. The Non-GMO Project responded with its Non-Ultraprocessed Foods (Non-UPF) Verified program, launched after a rigorous pilot phase.
This initiative emerged from the organization’s Food Integrity Collective, formed in 2024 to tackle gaps in food transparency. A six-month pilot starting in May 2025 tested standards with 16 diverse brands, from startups to billion-dollar companies. Participants refined criteria through scientific review and real-world application, paving the way for full rollout.[3]
Consumer Trust Fuels Certification Surge
Internal research by the Non-GMO Project revealed that 72 percent of consumers trust independent certifications over brand marketing. Nearly two-thirds indicated they would more likely purchase products bearing the Non-UPF label. Another survey found 68 percent actively avoid ultraprocessed items, with 70 percent finding it hard to spot them, and 85 percent expressing a desire to steer clear.[1][4]
The program’s Butterfly-backed seal, already on over 63,000 products generating $47 billion in sales, lends instant credibility. Brands like Spindrift reported growth four times faster than competitors, attributing success to demand for minimally processed beverages.[5]
Spotlight on Spindrift and Amy’s Kitchen
Spindrift achieved verification across its entire lineup, including sparkling water and SODA made with real squeezed fruit, bubbles, and water – no artificial sweeteners or heavy processing since 2010. The brand plans to roll out Non-UPF branding on packaging and digital channels starting early 2026. “This verification matters because it helps people clearly identify beverages made without the large amounts of industrial additives,” said Dave Burwick, CEO of Spindrift.[5]
Amy’s Kitchen, founded in 1987 as an organic prepared foods pioneer, participated in the pilot with its traditional cooking methods and sourcing practices. Specific verified products will debut later this year. The family-owned company emphasized alignment with its four-decade commitment to thoughtful processing. Pilot collaborators included:
- Califia Farms
- Simple Mills
- Caulipower
- Bear
- One Mighty Mill
- YES Bar
- Heray Spice
- Levelle Nutrition
- Olyra
More than 200 brands signaled interest, highlighting industry momentum.[6]
Unpacking the Non-UPF Standard
The certification evaluates formulations and processes at the product level, prohibiting 289 ultraprocessed ingredients and high-impact techniques that degrade food structure. It prioritizes integrity, drawing from systems like NOVA while establishing independent benchmarks. Third-party auditors ensure compliance, much like the trusted Non-GMO verification.
Megan Westgate, founder and CEO of the Non-GMO Project, noted, “Consumers want foods and beverages made closer to their natural state.”[5] Early participants helped craft practical standards, bridging consumer needs with scalable manufacturing.
Key Takeaways
- Non-UPF Verified fills a transparency void, with strong shopper backing.
- Spindrift leads beverages; Amy’s advances prepared foods.
- Pilot success signals broader adoption ahead.
As ultraprocessed concerns mount, this certification empowers informed choices and pressures the industry toward minimal processing. What steps will you take to cut ultraprocessed foods from your diet? Share in the comments.
