New research has revealed that nine in 10 Brits think ultra processed foods (UPFs) are engineered to be addictive, with nearly half backing better controls.
The poll from global healthy eating app, Lifesum, revealed that 90 per cent of British adults think UFPs are deliberately engineered to be hard to stop eating, with almost half supporting regulation similar to tobacco or alcohol. Furthermore, it was found that more than four in five (81 per cent) say they have felt unable to stop eating certain UPFs once they start, while two-thirds (67 per cent) report trying – and failing – to cut back. Eight in 10 (80 per cent) say they feel regret or frustration after eating them.
And there is growing support for regulation; 81 per cent support clearer warning labels, 59 per cent support restrictions on marketing, and 47 per cent support regulation similar to tobacco or alcohol.
The results come amid growing scientific scrutiny of ultra-processed foods. Researchers from Harvard University, the University of Michigan and Duke University have argued that UPFs share key similarities with cigarettes, including engineered reward pathways and marketing strategies designed to drive repeated consumption — and may warrant stronger regulation.
Marcus Gners, Co-Founder at Lifesum, commented: “This research shows people no longer see ultra-processed foods as simply a matter of willpower, but as part of a broader system shaping appetite and behaviour. It also highlights growing demand for clearer labelling, greater transparency and evidence-based guidance.”
In the UK, around 57 per cent of total calorie intake comes from UPFs, according to analysis of the UK National Diet and Nutrition Survey published in BMJ Open. High consumption has been linked to increased risks of obesity, type 2 diabetes and cardiovascular disease, key drivers of healthcare costs and absenteeism.
