A new survey of 5,000 British adults and 200 nutritionists has revealed that two-thirds of people (66 per cent) find healthy eating advice confusing and want the government to provide a clear definition of 'healthy food'. The poll, conducted by food and beverage company Danone North Europe, found that 88 per cent of respondents do not understand the term 'UPF' (Ultra Processed Food), despite growing public discourse around processed foods.
While 72 per cent of consumers view processed foods as unhealthy and half actively avoid them, 45 per cent still seek products with added benefits such as protein or fibre, which require some level of processing. Registered nutritionist Rob Hobson blamed social media for bombarding consumers with conflicting advice, saying: 'In many cases, the loudest voices aren’t coming from a public-health perspective at all but from people with alternative motivation.'
The findings come as the government updates its nutrient profiling model (NPM), which determines which products are classified as 'less healthy' and face advertising restrictions. The new model lowers the threshold for free sugars, affecting more desserts and foods marketed to children, such as sweetened breakfast cereals and fruit-flavoured yoghurts. A crackdown on junk food adverts banning 'less healthy' food promotions between 5.30am and 9pm and online at any time came into effect this month, based on guidelines over 20 years old.
Experts argue that clearer public health messaging is needed. Nutritionist Kim Pearson called for 'stronger action on the marketing of ultra processed foods, especially when it comes to claims that lead people to believe a product is healthy, when in truth it is not.' However, food scientist Gunter Kuhnle noted that UPF 'is a term that not even nutritionists and activists seem to be able to agree on' and urged a return to basics: 'The very old-fashioned and boring ‘balanced diet’ advice is probably a good start.'
Rob Hobson pointed out that existing UK dietary guidelines are clear but not followed: only three portions of fruit and veg are eaten per day on average, not five, and just 5 per cent of men and 2 per cent of women meet the 30g of fibre daily target. 'The issue isn’t a lack of guidance, it's that people are being distracted by advice that feels more exciting, more extreme, or more headline-grabbing,' he said. A Department of Health and Social Care spokesperson reiterated the Eatwell Guide's advice: plenty of fruit, vegetables and whole grains, and fewer foods high in saturated fat, salt and sugar.
