# Certified Non-UPF Labels The Non-UPF Verified Label Helps Consumers Avoid Ultra-Processed Foods By Laura McQuarrie | Published 2025-01-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/nonupf-verified-label References: [greenqueen.hk](https://www.greenqueen.com.hk/non-gmo-project-ultra-processed-food-upf-verified-label/)  Consumers know the experience they're getting when they choose a product with a non-GMO label, and The [Non-GMO Project](https://www.trendhunter.com/trends/nongmo-project)—a well-recognized consumer verification body in the United States—announced the launch of a Non-UPF Verified label. Created to "address the pervasive dominance of ultra-processed food," this badge is launching under the newly established Food [Integrity](https://www.trendhunter.com/trends/naloxone-hcl-nasal-spray) Collective. Studies show that [ultra-processed foods](https://www.trendhunter.com/trends/healthier-food-choice) are linked to everything from depression and poor sleep to increased risk of chronic conditions like heart disease, obesity, type 2 diabetes, and cancer. With the Non-UPF Verified label, consumers will be better able to identify products deemed naturally derived and avoid ingredients that have been transformed so radically that bodies hardly recognize them as food. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 53% | Activity: 60% | Freshness: 35% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Rise of Clean Labeling:** With increasing consumer awareness, clean labeling like the Non-UPF Verified label provides transparency, allowing consumers to make better dietary choices. - **Health-conscious Consumerism:** As health concerns rise, consumers are driven towards products that are certified free from ultra-processed ingredients, reflecting a shift towards mindful eating habits. - **Transparency in Food Production:** The introduction of labels such as Non-UPF Verified marks a growing demand for transparency, pressuring food brands to clearly communicate the processing levels of their products. ### Industries Being Reshaped - **Food and Beverage:** The Food and Beverage industry is increasingly adopting transparency initiatives like Non-UPF labeling to meet consumer demand for less processed, more natural foods. - **Retail and Grocery:** Grocery retailers are reshaping their product offerings by including more foods with clean labels like 'Non-UPF Verified,' catering to the health-conscious consumer segment. - **Health and Wellness:** The Health and Wellness sector sees a market opportunity in the proliferation of Non-UPF Verified foods, linking dietary transparency with improved personal health outcomes. ## Related on Trend Hunter - [Free-From Food Labeling Initiatives](https://www.trendhunter.com/trends/nonupf-verified.md) - [Non-UPF Sparkling Beverages](https://www.trendhunter.com/trends/spindrift-sparkling-water.md) - [Ultra-Processed Food Challenges](https://www.trendhunter.com/trends/code-hack.md) - [AI-Powered Food Label Apps](https://www.trendhunter.com/trends/zoe-health-app.md) - [Private Label Wellness Products](https://www.trendhunter.com/trends/unfi-private-label-products.md) - [Collaborative Nonprofit Group Campaigns](https://www.trendhunter.com/trends/little-labels-big-impact-campaign.md) - [Food Transparency Apps](https://www.trendhunter.com/trends/food-transparency-app.md) - [GLP-1-Specific Food Labels](https://www.trendhunter.com/trends/on-track.md) - [Gluten-Free Plant-Based Crackers](https://www.trendhunter.com/trends/glutenfree-cracker.md)