If you’ve been paying attention to the food scene recently, you’ve probably encountered the term "ultra-processed foods" (UPFs). With headlines full of warnings, they’ve become the new enemy on the block. Naturally, many people are looking to reduce their intake.

But what exactly are UPF's, and why do they matter? We spoke with Bertel, Head of Innovation, and Camilla, co-founder of Rude Health, to break it down.  

What is an Ultra-Processed Food (UPF)?

There isn’t a single, formal definition, but generally, these are foods that have been altered through unnatural processes and contain ingredients you wouldn’t use in your kitchen (such as artificial sweeteners, colours, and flavours, or lab-created ingredients).

Take bagged bread, for example. Bread, in its purest form, is just flour, water, yeast, and salt—processed in simple steps like kneading, rising, and baking. But commercial bread often uses the Chorleywood method, which speeds up production and requires extra ingredients for preservation.

So, some bread is ultra-processed, while others aren’t. The key to knowing what's what? Read the label. 

What is Rude Health’s approach to UPF?

Camilla, after realising that the so-called "healthy" cereals she grew up with were packed with refined flour, salt, and sugar, wanted to create cereals made from a single grain, simply steamed and baked. Et voila- Rude Health is born! 

Since it's birth in 2005, Rude Health's focus has bee on creating products using healthy, sustainably sourced ingredients that you could find in your kitchen. We've always avoided over-processing. When you source the most delicious ingredients, why would you need to process them?

We deliberately chose not to use extrusion (a common ultra-processing method) and instead use ingredients that you’d recognise and find in your kitchen cupboard.

All things we consume sit on a sliding scale. Our products would be considered ‘processed’ – we take real ingredients and we grind, roast, cook, mix, or pop them to make our delicious food and drinks. This way you get them in a format that's different, but traceable and recognisable. 

For example: our cashew drink is quite simply cashews roasted and blended with sea salt and water. Nothing else. Less is moreish. 

How can you navigate the world of ultra-processed foods?

We’re not here to judge anyone, but if you want to eat well, we'd always recommend  checking the labels. If the ingredient list is long or includes things you don’t recognise (like artificial colourings or flavourings), it’s probably ultra-processed.

Aim for products with short ingredient lists, made up of whole foods you can easily identify.  

The Bottom Line: Balance Is Key

Here’s the hard truth: there’s no magic food or quick fix for perfect health. The secret is to focus on a variety real, nourishing foods made from kitchen cupboard ingredients. Once you're full and satisfied with real food, there’s room for treats like crisps, cakes, or chips—but don’t make them the core of your diet.

Avoiding UPFs doesn’t mean perfection; it’s about balance, being mindful of what you eat, and focusing on real food that fuels your body.

So, next time you’re standing in front of the snack aisle or planning your next meal, ask yourself: What’s really in this?