They're Quietly Putting This New Label on Grocery Store Foods

Summary

Lillie Kane investigates a new “Non-UPF Verified” label appearing on packaged foods, including cookies, crackers, pancake mix, and snack bars. She initially expected it to identify minimally processed “real food,” but the label’s presence on products such as cookies prompted her to look into what it actually guarantees.

• Processing is not automatically bad. Kane distinguishes basic processing—such as grinding beef or freezing blueberries—from industrial processing. She says the label’s standards consider ingredients, additives, formulation, and processing methods, rather than simply counting ingredients or judging whether a food is packaged.
• Who is behind the label: Kane says the Non-GMO Project created the program, with Simple Mills having a role in its development. Companies pay for evaluation and use of the logo, but, according to her account, payment does not guarantee approval: products must also meet the program’s criteria and undergo third-party review.
• “Non-UPF” does not mean “healthy.” A cookie may meet the label’s standards and still be a cookie; it is not nutritionally equivalent to eggs or other nutrient-dense foods. Kane cautions consumers against mistaking the certification for a general health endorsement.
• Why ultra-processed foods matter: The video cites government figures that nearly 60% of the U.S. diet consists of ultra-processed foods and describes research linking higher consumption with poorer health outcomes. It highlights a controlled study of 20 adults: participants ate about 500 more calories per day and gained roughly two pounds during two weeks on an ultra-processed diet, then lost roughly two pounds during two weeks on a minimally processed diet. Kane uses the findings to argue that some foods may encourage faster eating and make it easier to overeat.
• Definitions and individual products matter. Kane says the federal government had submitted a proposed definition of ultra-processed foods for final review, but it was not yet official. She argues that foods such as ketchup, yogurt, bread, and cheese cannot be classified reliably by category alone; ingredients and processing vary by product.
• Her practical takeaway: The label may be a useful signal that a packaged product was assessed against specific criteria, and she would prefer a qualifying product such as a Simple Mills cookie to an Oreo. But she says her diet would still center on foods such as meat, eggs, fish, and fruit, with packaged treats kept in perspective. She also encourages viewers not to treat an occasional off-plan day as a failure.
• Sponsor segment: Kane promotes Cowboy Colostrum and relays the company’s reported study results and claims about potential wellness benefits.

Presenters and Contributors

• Lillie Kane — Presenter and commentator.
• Unnamed speakers — Featured in brief clips about processed foods and the label.
• Cowboy Colostrum — Video sponsor.