# Non-UPF Verification Marks WISEcode's Non-UPF Shield Helps Shoppers Buy with Clarity & Confidence By Laura McQuarrie | Published 2026-03-10 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/non-upf-shielf References: [businesswire](https://www.businesswire.com/news/home/20260304427921/en/WISEcode-Launches-Non-UPF-Shield-and-Debuts-Consumer-App-Experience-for-Ultra-Processed-Food-Clarity-at-Expo-West)  At [Natural Products Expo West](https://www.trendhunter.com/trends/social-spritz), [WISEcode](https://www.trendhunter.com/trends/food-transparency-app) launched the Non-UPF Shield, a [verification program for brands](https://www.trendhunter.com/trends/equitybacked-food-certifications), and a redesigned WISEcode UPF Detector mobile app. The Non-UPF Shield indicates that a product meets WISEcode’s non-ultra-processed threshold, making it easier for consumers to easily and consistently make confident food choices. The Non-UPF Shield differentiates itself in several notable ways. Firstly, unlike traditional certification programs that require considerable paperwork and manual reviews, the Non-UPF Shield makes the most of WISEcode’s pre-built ingredient database and automated review system. Secondly, the Non-UPF Shield isn't just a mark, so when a product doesn't meet the requirements, WISEcode calls out the specific ingredients and processing techniques to assist brands in their reformulation efforts. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 51% | Activity: 57% | Freshness: 68% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Automated Ingredient Verification:** Emerging systems that pair comprehensive ingredient databases with automated review logic enable rapid, scalable verification of product processing levels that can supplant labor-intensive certification workflows. - **Transparent Reformulation Guidance:** Programs that publicly identify problematic ingredients and processing steps create pathways for iterative product reformulation and open up new collaboration models between brands and verification platforms. - **Confidence-driven Trust Marks:** Visible, standardized labels tied to machine-verified criteria are shifting consumer trust signals away from opaque marketing claims toward data-backed badges that influence purchasing behavior. ### Who This Affects Most - **Food and Beverage Manufacturing:** Manufacturers face opportunities to integrate automated verification outputs into R&D and production pipelines, enabling streamlined reformulation and differentiation around processing standards. - **Retail and Grocery:** Retailers and grocers can leverage verified non-UPF indicators to curate assortments and merchandising strategies that align with growing demand for less-processed options. - **Food Tech Software:** Software providers that build ingredient databases, automated review engines, and API-driven verification services are positioned to become critical infrastructure for third-party certification and label ecosystems. ## Related on Trend Hunter - [Protein Collagen Meal Shakes](https://www.trendhunter.com/trends/organic-protein-collagen-meal-shakes.md) - [Fizz-Free Fruit-Sweetened Teas](https://www.trendhunter.com/trends/spindrift-tea.md) - [Free-From Food Labeling Initiatives](https://www.trendhunter.com/trends/nonupf-verified.md) - [High-Protein Senior Shakes](https://www.trendhunter.com/trends/lucille.md) - [Non-UPF Sparkling Beverages](https://www.trendhunter.com/trends/spindrift-sparkling-water.md) - [Certified Non-UPF Labels](https://www.trendhunter.com/trends/nonupf-verified-label.md) - [Minimal-Ingredient Condiments](https://www.trendhunter.com/trends/ms-foods-only-ingredients.md) - [Non-UPF Food Certifications](https://www.trendhunter.com/trends/nonupf-verified1.md) - [Functional Mushroom Meal Products](https://www.trendhunter.com/trends/urban-farmproduce-prepared-mane.md)