Winners and losers of the UPF backlash

The backlash against ultra-processed foods is in full swing. With a wide range of forces criticising UPFs, from the renowned medical journal The Lancet to fitness influencer Joe Wicks, the times are clearly a-changing. But who are the winners and losers of the backlash? Clean-label foods are seeing increasing demand, as are conventional meat and dairy. Meanwhile, foods with a lot of additives and long ingredients lists are provoking scepticism from consumers, and some brands positioned as healthy, like protein bars, are coming under attack.