Five Products: Leading the Charge Against Ultra-Processed Foods
The backlash against ultra-processed foods (UPFs) is louder than ever. Consumers aren’t just reading labels—they’re dissecting them, looking for shorter ingredient lists, fewer additives, and a return to real, recognizable food. This isn’t just a trend; it’s a movement toward simplification.
We’re seeing an extreme example of this in the UK, where M&S recently launched a new one-ingredient cornflake—just corn, no fortification, no added anything. It’s a bold response to consumer demand for transparency and simplicity, and it raises an interesting question: How far should we go when stripping back our food?
In the meantime, brands are already stepping up, creating innovative products that answer the call for non-UPF options. Here are five products leading the charge.
1. M&S Cornflakes (U.K)
Marks & Spencer has launched what may be the simplest boxed cereal ever: cornflakes made from nothing but corn. Unlike traditional cereals fortified with vitamins and minerals, this stripped-down version is completely unadulterated—just toasted corn with no added sugar, salt, or synthetic nutrients. The launch has been met with both applause and skepticism. Some consumers praise it as a return to basics, while others worry about the removal of fortification, which has long been an industry standard to help combat nutrient deficiencies. For now, M&S continues to sell its fortified version alongside the new one-ingredient option, giving consumers the power to choose just how "simple" they want their breakfast to be.
2. Onken KiddOs Yogurt (U.K)
Onken has introduced KiddOs, a yogurt designed with young children in mind, made from just three natural ingredients: whole milk, real fruit, and a touch of sugar, fortified with Vitamin D. As parents increasingly scrutinize what goes into their children's food, demand for simpler, more natural ingredients is at an all-time high. Onken KiddOs is positioned to meet these evolving expectations with a short and transparent ingredient list, offering “essential nutrition without compromise.” Available in two flavors—Banana & Raspberry and Blueberry, Blackberry & Banana—the launch is being supported by a nationwide marketing campaign, including TV and out-of-home advertising, social media promotions, in-store activations, and sampling initiatives.
3. Unreal Dark Chocolate Coconut Bars (U.S.A)
Reimagining the combination of coconut and chocolate, UNREAL have created a product with just five ingredients. Their Dark Chocolate Coconut Bars might not be a new launch, but they continue to quietly challenge what candy can look like in the clean-label era. Vegan and gluten-free, they’re a far cry from the laundry list of additives usually found in the confectionery aisle. It’s a reminder that even comfort foods are being reimagined with simplification in mind.
4. Biona Multi-Seed Bread Roll Selection (U.K)
With their new Multi-Seed Bread Roll Selection, Biona is joining the simplification movement in a quietly smart way. The brand has gone back to basics—focusing on a smaller, transparent ingredient list and ditching the synthetic dough conditioners and preservatives that have become standard in mass-market bread production. Instead, their selection of organic ready-to-bake multi-seed-bread roll packs contain an assortment of three white pumpkin seed rolls and three brown multigrain rolls that are minimally processed and stay true to simple, whole-food ingredients.
5. Presteez Fig & Pistachio Snack Bar (I.L)
Snack bars are often guilty of disguising themselves as health foods while relying on sugar syrups and fillers to hold their ingredients together. Presteez has taken an innovative approach with its Fig & Pistachio Snack Bar, which uses ultrasonic sound waves and mechanical pressure instead of sticky syrups or binders. This means the bar retains the natural integrity of its ingredients while eliminating the need for added sugars. The result? A nutrient-dense, minimally processed snack that aligns with the growing demand for natural, whole-food alternatives. Presteez snack bars also come in
Honorable Mentions: Veggiecraft Pasta Range (U.S) & Cheesies Cheddar Snack (U.K)
While not part of the five spotlighted products, Veggiecraft’s Three-Ingredient Pasta range and Cheesies’ 100% Cheese Snacks are also making waves in the clean-label space. Veggiecraft simplifies pasta by using vegetables like cauliflower, zucchini, or sweet potato to create an assortment of pasta products that are simplified yet still packed with flavor. Meanwhile, Cheesies takes the simplest approach possible—baking pure cheese into a crunchy, protein-packed snack with nothing else added. These brands are further proof that simplicity sells.
The clean-label movement is making real progress, but the launch of M&S’s ultra-minimalist cornflakes highlights a new debate: Are we stripping back too much? Fortification has long played a role in public health, and removing it entirely is a controversial move. Still, one thing is clear—these products are just the beginning. As brands continue to innovate, the future of food looks simpler, cleaner, and more in tune with what consumers actually want.
If you’re exploring how to respond to the simplification movement with smarter, cleaner innovation—get in touch with us so we can help get your next launch right!