Food firms are stepping up efforts to reduce ingredients in their products, driven by growing consumer demand for simpler and healthier options. The trend follows Dr Chris Van Tulleken’s book “Ultra-Processed People,” which highlighted concerns about ultra-processed foods (UPF).
M&S’ recent launch of its Only range, featuring six or fewer ingredients, has been a hit among consumers with allergies and dietary restrictions. The brand’s one-ingredient corn flakes cost £2.50 for a 325g box, compared to the standard version.
Industry experts say retailers are responding to growing consumer demand for less processed products. Matthew Hopkins, founder of IND!E, reports a 40% increase in retailer enquiries about products with fewer ingredients. Plant-based brand THIS has launched a new Super Superfoods range with natural ingredients like beans and seeds.
However, nutritionists argue that the trend may be misinterpreted, as some ultra-processed foods are still nutrient-dense. Dr Laura Wyness believes leaving out fortified nutrients is a backwards step for public health nutrition.
Food scientists, such as Dr Jibin He, counter that processing food ensures safety and extends shelf life. They recommend simplifying formulas and exploring new processing technologies to reduce ingredients while maintaining nutritional retention.
The trend also affects the confectionery market, where ice cream brands like Little Moons have seen success despite having high ingredient lists. Industry experts believe treat foods can thrive even with fewer ingredients.
As consumers increasingly demand healthier options, food firms are stepping up efforts to create products with fewer and more natural ingredients. While some experts caution against misinterpreting the trend, others see it as an opportunity for innovation and growth in the market.
Source: https://www.bbc.com/news/articles/creqge8xgx4o