They may come brightly packaged with colourful cartoon characters and cheerful slogans designed to appeal directly to children. But most food products marketed for kids are unhealthy – and not only high in fat, sugar and salt, but packed full of industrial ingredients and additives which are a hallmark of ultra-processed foods (UPFs).
And with such UPFs reported to now make up about 60 per cent of the average adult’s diet, there is a growing backlash against their proliferation amid worries about the lifelong effects they are having on children.
Dr Chris van Tulleken, who wrote the bestselling book Ultra-Processed People, defines UPFs as foods wrapped in plastic that contain ingredients you couldn’t find in your own kitchen.
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