The impetus for the "few ingredients" trend is not arbitrary; it follows the release of Dr. Chris Van Tulleken's book, "Ultra-Processed People," which has sparked significant dialogue regarding the foods we consume. Matthew Hopkins, founder of the platform IND!E, notes a 40% increase in retailer inquiries for products with fewer ingredients over the past year, signalling a shift in consumer preferences. Retail giants like Ocado, Selfridges, and John Lewis are responding to this trend, with many brands now prioritising simpler, more transparent ingredient lists.

Plant-based brand THIS has also recognised the shift, launching its new Super Superfoods line as a response to consumer preferences for natural ingredients over processed alternatives. Luke Byrne, the company’s innovation and sustainability director, expressed the challenges of being classified within the UPF category despite their products boasting high nutritional value. He conveyed frustration over consumer misconceptions, suggesting that the critical focus should remain on nutritional quality rather than merely on ingredient quantity.

However, the conversation surrounding UPF and minimal ingredients is not one-sided. Nutritionist Dr Laura Wyness criticises M&S for promoting a minimalist approach at the potential cost of fortification, which is essential for public health. Wyness argues that a shift towards fewer ingredients might inadvertently ignore the need for nutrient density, particularly in products like cereals that traditionally offer fortified nutrients. Dr Jibin He echoes this sentiment, highlighting the flawed perception of UPF which implies that all processed products are unhealthy. He notes the importance of processed foods in ensuring safety, extending shelf life, and minimising waste—a perspective often overshadowed by the current trend toward cleaner labels.

Additionally, Dr He advises food brands aiming to simplify their formulations to evaluate their ingredient lists critically. He encourages manufacturers to determine which elements are necessary, suggesting that new processing technologies may allow for fewer ingredients while retaining nutritional value. This push towards transparency is evidenced by premium brands such as 3Bears, which recently introduced a low-ingredient breakfast cereal in collaboration with footballer Harry Kane. The product illustrates not only the market's move towards simpler ingredient lists but also the accompanying challenge of justifying higher price points due to the complex nature of food production.

This heightened focus on ingredient simplicity points to a larger consumer trend—one marked by a quest for transparency and a desire for food products that align with personal health values. Yet as the dialogue around less processed foods evolves, it raises critical questions about the balance between marketing simplicity and nutritional adequacy. Ultimately, navigating this landscape requires not just consumer insight, but also careful consideration from manufacturers about what constitutes healthy eating in today’s context.

Did you know, our esteemed judging panel considers every product's ingredients list when deciding if it is worthy of an accolade in the Quality Food Awards? Enter your product today: https://uk.qualityfoodawards.com/QFA2025/en/page/2025-enter-awards