According to the new survey from Wren Kitchens, half of the participants were unaware that free-from products are classed as ultra-processed foods, as well as cereal (45 percent), while 70 percent of people wouldn't count frozen vegetables as being a processed food.
The research team from Wren Kitchens, a British designer, manufacturer and retailer of kitchens behind the survey, explains how it carried out the study to raise awareness about food labeling and the lack of understanding among consumers.
“We’ve commissioned a number of studies in the past and spoken with groups of parents who all admit that it’s a real struggle to understand everything from food labels to the contradicting information that they read about food and their ingredients, especially when it comes to children and what is going into their daily meals,” says the spokesperson.
“The study explores different topic areas surrounding food that we know are a bit of a ‘gray’ area for busy Brits, but that probably involves a lot of the foods they eat on a daily basis.”
“This study highlights the importance for consumers to understand the difference between processed and ultra-processed and familiarize themselves with the products which fall within these categories. Although these products aren’t necessarily ‘unhealthy,’ it’s imperative to understand what additives and preservatives are in our food, what they’re used for – and then we can make informed decisions on whether we’re happily consuming them.”
“Industry professionals need to help consumers understand the labels on their food better and ensure things are explained in simple, easy to digest formats like we’ve done over the years with the traffic light systems.”
In the UK, food may be labeled showing how much fat, saturated fats, sugar and salt are in that food by using the traffic light signals for high (red), medium (amber) and low (green) percentages for each of these ingredients. Foods with green indicators are healthier and to be preferred over those with red ones.
Wren Kitchens delved behind the label of some of the UK’s most popular food and snacks to reveal what they’re made of and to discover just how processed they are.
According to the study, one in three Brits regularly eat chicken nuggets (or a variation of them), but Wren Kitchens poses the question “Are Brits aware of just how much meat is in these much-loved bites along with other popular ‘meat’ products?”
For example, Birds Eye Chicken Nuggets contain 51 percent chicken breast. Here’s what the rest of the ingredients look like:
Breadcrumbs (Wholemeal Wheat Flour (8 percent), Wheat Flour, Fortified Wheat Flour (Wheat, Calcium Carbonate, Iron, Niacin, Thiamin), Spices, Salt, Yeast), Water, Rapeseed Oil, Fortified Wheat Flour (Wheat, Calcium Carbonate, Iron, Niacin, Thiamin), Flour (Maize, Rice), Salt, Wheat Starch, Cornflour, Natural Flavorings, Vegetable Stock (Salt, Dextrose, Onion, Carrot, Shallots, Leek, Tomato, Paprika), Garlic Powder, Onion Powder)
Bernard Matthews Turkey Dinosaurs: 46 percent turkey
The rest: Breadcrumb (Wheat Flour (Calcium Carbonate, Iron, Niacin, Thiamin), Salt, Yeast, Turmeric, Turmeric Extract, Color (Paprika Extract)), Water, Rapeseed Oil, Batter (Wheat Flour (Calcium Carbonate, Iron, Niacin, Thiamin), Salt), Starch, Skimmed Milk Powder, Milk Protein, Salt, Potassium Chloride, Natural Flavoring (Milk), Lemon Juice Concentrate, Spirit Vinegar
Wall’s Sausage Rolls: 24 percent pork
The rest: Fortified Wheat Flour (Wheat Flour, Calcium Carbonate, Iron, Niacin, Thiamin), Water, Palm Oil, Wheat Protein, Rapeseed Oil, Salt, Tapioca Starch, Butter (from Milk), Dextrose, Spice Extract, Onion Powder, Stabilizers (Tetrasodium Diphosphate, Disodium Diphosphate), Yeast Extract, Dried Skimmed Milk, Herb Extract, Flavoring, Sage, Nutmeg, Spice, Emulsifier (Mono-and Diglycerides of Fatty Acids), Antioxidant (Citric Acid)
Richmond Thick Pork Sausages: 42 percent pork
The rest: Water, Pork Fat, Rusk (Wheat), Wheat Starch, Soya Protein, Less than 2%: Salt, Flavorings, Stabilizers: Diphosphates, Guar Gum*, Antioxidants: Vitamins C & E, Preservative: Sodium Metabisulphite**, Color: Cochineal, * A plant extract that helps keep our sausages succulent, **This just keeps them fresh for longer, Casing made from Beef Collagen.
Lengthy lists on the label
Ultra-processed foods aren’t necessarily bad for you, says Wren Kitchens. However, it’s important to check and compare the ingredient lists on products to enable consumers to keep track of how many additives they are consuming, according to the study.
The research team says that although consumers are much more aware and interested in their foods, and what goes into them, they have found that this usually surrounds only the basic information that is widely discussed in the mainstream media.
“A lot of consumers are still unaware of the processes involved in food production and the additives and preservatives that go into a lot of our supermarket products, often because they’re not even easily pronounced,” the spokesperson continues.
“There is often a lot of confusion around this subject area, which may boil down to the fact that it isn’t widely talked about. Although the information is out there if you look into it, the knowledge isn’t as easily accessible when compared to other nutritional insight, and can often be quite contradicting and confusing.”
“The fact that products don’t actually state whether they are processed of ultra-processed within the nutritional label on the packaging, this could also contribute to the lack of understanding amongst consumers.”
The Behind the Label study explores some of the UK’s most hyped and highlighted food trends and hot topics including “protein-packed” and “free-from.” The research team also worked with expert nutritionist Charlotte Stirling Reed to look into the label of everyday supermarket products and challenges the perceptions and question how these products fit into our lifestyles.
“Being ‘processed’ doesn't necessarily make foods ‘unhealthy.’ However, the added sugar, salt, and fat often present in ‘ultra-processed’ foods such as chocolate, sweets, and ice cream can have a negative effect on our health if we're not careful to eat them in moderation,” says Stirling-Reed, who runs a UK-based consultancy and works with the NHS and local charities.
The study comes weeks after a British mother captured some mainstream media attention in the UK for posting a video on Facebook showing how she could set fire to a cabbage that she claimed was bought from her local Tesco store. She says to have stripped the outer leaves of the cabbage when she saw what she thought was plastic, so she lit the leaves and describes a “plastic burning smell.” She filmed this, and the post has led to questions about packaging on food products like fruit and vegetables and the pre-sale processes that food goes through before hitting the shelves. These can include processes like chlorine washes, plastic-like waxes and chemical treatments as well high-tech packaging designed to alter the air in which products are packed.
